Sep 30, 2022
South-East Asian hospitality group ARTOTEL has launched a new initiative to boost tourism to Indonesia. Inspired by the recent gaming ban in China, which limited under 18s to no more than three hours of gaming per week, the hotel has launched a ‘Gamer Asylum’ promotion. Rooms are equipped with a gaming computer, gaming chair, headset, and come preloaded with games.
So what?
The campaign was massively successful, with a reported 60% spike in room bookings and 535% increase in Chinese visitors. It’s a great example of cultural awareness and creativity. Ultimately, ARTOTEL were selling hotel rooms just for people to stay in and game inside - a totally different perspective on travel marketing that most campaigns have.
The campaign turned the normal travel business model on its head to create a unique service. By tapping into the 'off-brand' gaming demographic, they've created an entirely new customer, and a new product to sell them. ARTOTEL have shown what you can achieve with a little bit of cultural know-how and quick thinking.