Grand Hyatt Sanya
Net transaction ROI growth 20%, exposure growth 71% for a flagship Sanya resort.
20 posts
30 days
60 posts
Quarter
What a localized campaign produced for Grand Hyatt Sanya — measured on net-transaction ROI and direct bookings, not vanity reach.
Precise → Expanded Audiences, Broaden Scenarios, Altruistic View + Real Users = Viral Content Matrix
The same content-matrix logic behind every Love We campaign — applied to Grand Hyatt Sanya’s audience and goals.
From a precise audience to a viral matrix
Three deliberate moves took Grand Hyatt Sanya from a defined core audience to a self-amplifying content matrix.
Project Requirements
Stabilize existing users, expand and acquire new audiences.
Influencer Strategy
Mommy Influencers (core user) × Travel Influencers (new user).
User Portrait
Based on family tourists; expand to lifestyle and Gen Z groups.
Secure the base, then expand the scenario
Every campaign runs two complementary tracks at once — one guaranteeing conversion, the other widening the audience.
Guarantee Basic Conversion
Focus on parent-child/mommy influencers, highlight the hotel's family-focused amenities, and partner with teen influencers who can appear on camera.
Expand Multi-Scenario Resort Audiences
Collaborate with Gen Z sophisticated female and lifestyle travel influencers; reach young couples, girlfriend groups, and leisure business travelers.
Where the campaign ran
- Douyin
- Package
- WeChat Article
- WeChat Video
- Livestream
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