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近日,据去哪儿网官方公布,2017年二季度去哪儿网的酒店业务实现显著增长,三、四线城市的酒店业务表现尤为抢眼,同比增长超90%。
退市之后的去哪儿网并未“去品牌化”,在品牌营销方面,启用了自带庞大流量的当红明星加码本地化战略,快速聚拢了一大批90后年轻用户,并向低线城市,特别是三、四线城市的旅游市场拓展。
据统计,去哪儿网酒店用户中有68%是90后。在刚刚过去的青岛啤酒节期间,青岛高星酒店的预订量增长40%,其中25%的增量是90后带来的。
去哪儿网有意识地向三、四线城市下沉,开拓年轻市场,主要采取低价和折扣的手段来吸引消费者。据了解,暑期去哪儿网推出“5折起,最高减免100元”的低价预订高星酒店的活动,该活动覆盖国内众多三、四线城市,近3000家高星级酒店。同时,在青岛房价普涨35%的啤酒节期间,推出了“团队房”优惠,连订5-10间,可享8.5折优惠。
去哪儿网品牌负责人表示,三、四城市的旅游市场已经度过“觉醒期”,与年轻的消费群体相同,都需要进一步“培育”。
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