Regardless of their industry or competitive landscape, companies must always ensure that they continue to provide outstanding customer service and seek new revenue channels while discovering different ways to innovate and evolve. These developments have mostly centered on digital transformation in recent years, with digital transformation undoubtedly accelerated by the global pandemic.
As a recognized leader in the hospitality and property management industry, Discovery Hospitality Corporation (DHC) was recently invited to be the sole Filipino representative of the prestigious APAC Digital Travel Summit, held in Singapore, to share the company’s insights on improving business market channels and technology innovations.
According to Discovery Hospitality Vice President and Head of Digital Marketing and Branding, Blessy Townes, the social media function is no longer limited to exchanging connections but has recently diverged into the social commerce space.
“Social commerce is the ‘new normal’ for social media marketing. The pandemic has changed the way we use the internet, transforming social media from a social networking site into a social selling platform,” Townes noted. “Social media marketing is now just a skill required for managing social commerce,” she added.
Focusing on social commerce has allowed Discovery to create a more connected customer experience with potential customers and guests at their hotels, resorts, restaurants, and other attractions. “As our name suggests, it’s really about discovering new ways to engage through existing digital channels,” Townes noted. “We are aware of the disruption of social commerce in hospitality. It has created its own ecosystem and touch points for us to interact with customers: from interest to research, and ultimately conversion,” she explained.
Customer Experience Innovation
One way for Discovery Hospitality to achieve this is by entering the metaverse through one of its resorts, Discovery Shores Boracay. They recently launched “Bogart and Friends” in the popular Roblox Metaverse, making them the first Filipino resort to use the app in their engagement efforts. “Doing so enabled us to provide our guests with an enhanced experience through challenges that were rewarded with real prizes,” she explained. At Discovery Hospitality’s showcase, the gamification initiative inspired hoteliers in the Asia Pacific region how the lucrative and often troubling Metaverse can enhance customer experience and brand affinity in the hospitality industry.
Launched in May 2022 to promote the brand’s love, “Bogart & Friends” stars Bogart the Bear, the mascot of Discovery Shores Boracay, a mini loyalty program for kids that lets them experience the resort virtually. Players in the metaverse can earn coins and badges, and exchange them for real benefits when they visit the property.
By actively adopting these emerging platforms and technologies, Discovery Hospitality continues to innovate the clients’ booking journey and beyond so that their property is paramount at every step of their booking decision. This also allows the group to tap into a wide range of market segments, further attracting the attention of different age groups such as Millennials and Generation Zs to engage with their properties.
Since 1999, Digital Travel APAC has been viewed as Asia’s premier summit for digital travel leaders. Their high-level conferences allow attendees to learn from, network and collaborate with e-commerce, customer experience and digital marketing leaders around the world. Discovery Hospitality Corporation, a leader in Filipino hospitality, has been a frequent giver of topics such as website traffic acquisition and conversion optimization since before the pandemic.
For inquiries about allied companies and hotel management services, contact Senior Vice President of Discovery Hospitality Corporation and Head of Sales and Operations, Cathy Nepomuceno, at [email protected] For more information, visit www.discoveryhotelsh Hospitality.com.
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