Lub d
An international social hotel chain connects with Japanese travelers through influencers.
CHALLENGE
Help an international social hotel chain leverage influencers to connect with Japanese travelers for their first location in Japan
SOLUTION
Lub d is a chain of affordable social hotels in Southeast Asia. Already well known in the region, their parent company, Narai Hospitality Group, were opening Lub d’s first location in Osaka, Japan, a country where they had almost no brand awareness.
To increase brand awareness and grow their trust in the country, they needed to identify their Japanese traveler target and approach them in a native manner.
We considered factors such as their brand, location, offering and price point, and identified teenagers and those in their early 20’s as their domestic target. Further market research of that demographic was conducted and we identified the target’s domestic travel objectives.
Travel objectives of
Japanese university students
These insights shaped the communication strategy for content.
From there, we supported Lub d in three key areas: influencers, social media, and reviews.
We managed the entire process of Japanese influencer collaboration - including search, negotiations, onboarding, and deliverables - helping Lub d reach new audiences within their target while generating critical word-of-mouth from the Japanese traveler’s perspective.
Lub d’s social media strategy centered on Instagram. Using insights from market research, we developed key communication pillars and handled content creation and community management.
To enhance the Japanese hospitality experience on their account, we created easily accessible Highlights covering essential information such as directions to the hotel, room sizes and features, common spaces, and more.
By consulting on Japanese culture and providing marketing optimization strategies to boost bookings, we helped Lub d make a strong launch in Japan.
RESULTS
After research and identifying the target audience, we helped Lub d organically gain engagements from over 200,000 people in the Japanese target audience and increase their community by +79% within the first four months.
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