Mandarin Oriental’s The Excelsior, Hong Kong is building up the audience for its newly launched WeChat account through social-specific perks.
Until May 31, those who sign up for updates through the property’s WeChat will be able to input codes for complimentary upgrades or offers such as late checkout. When new to a particular social channel, it can benefit brands to give consumers a reason to click follow.
Making a connection
While Mandarin Oriental Hotel Group has its own WeChat account, Excelsior’s dedicated account will give the property the opportunity to connect on a more specific level.
Through the Excelsior_HK account, consumers can book a stay and learn more about features such as the hotel’s loyalty card.
Rewarding those who choose to follow, the hotel is letting these individuals elevate their stay. When booking a room, followers can enter promo codes in the comment section to receive upgrades.
Those who input 201703_FU_wc to be upgraded to the next room category, while 201703_LC_wc allows users to check out late at 4 p.m. Finally, 201703_FD_wc gives guests a complimentary dessert when eating at on-site restaurants ToTT’s and Roof Terrace, Cammino or Dickens Bar.
In addition to this promotion, The Excelsior promises future offers to its WeChat audience.
In an effort to get consumers to engage across more digital channels, other luxury hotel brands have given them a reason to connect.
Taj Hotels Resorts and Palaces is releasing an updated mobile application in response to its guests’ digital behavior.
Looking to build a seamless experience from research to booking and account management, the app contains all parts of the purchase path. With clientele that is increasingly using mobile to connect, Taj also launched a mobile responsive Web site in 2016.
Incentivizing downloads of the Android and iOS app, Taj gave the first 500 guests who book through the app a free breakfast and complimentary room upgrade (see story).