持续5个月的“周末游飞海口”实现旅游消费超2.3亿元

Core Insights - The "Weekend Travel to Haikou" initiative has successfully generated over 230 million yuan in tourism consumption, attracting significant interest from young travelers [2][3] - The campaign ran from April to September, focusing on the weekend travel needs of young people and effectively converting holiday traffic into regular consumption [2] Group 1: Activity Overview - The initiative was a collaboration between Haikou's tourism bureau, Tongcheng Travel, and Hainan Airlines, achieving 55.36 million exposures and 1.89 million clicks [2] - More than 57,000 individuals registered for the event, leading to over 147,000 tourists visiting Haikou for weekend trips [2] Group 2: Marketing Strategy - The campaign utilized a "micro-vacation" concept, integrating government, corporate, and airline resources to boost cultural tourism consumption in Haikou [2] - A unique "destination guide" was created to address young travelers' decision-making challenges, moving beyond traditional discount models [2] Group 3: Consumer Engagement - The initiative featured a "buy one, get one free" flight ticket lottery, targeting major cities like Shenzhen, Guangzhou, and Beijing, which helped lower travel barriers [2][3] - The combination of "rights cards" and travel products resulted in nearly 96,000 orders, with hotel bookings increasing by 29% year-on-year [3] Group 4: Future Plans - Haikou plans to continue developing the "Weekend Travel" concept, introducing new activities such as night walking routes and seasonal markets to create a sustainable lifestyle around weekend trips [3]