Problem-solving as a strategy / Identifying the plight of Chinese gamers, the Gamer Asylum initiative is a neat example of cultural fluency and quick thinking. Artotel spotted a difficulty in people’s lives and turned it into potential, crafting an experience that attracts a new type of guest, ones that wouldn’t necessarily think of travelling as an option. By reframing the nature of its offering, it honed in what its target audience, young Chinese people, really wanted – a haven to enjoy their hobby without restrictions. Instead of advertising the quality of its amenities or the attractiveness of its destination, the hotel chain brought two seemingly unrelated elements – gaming and travel – to get people to just stay in their room and play. Flipping the travel experience on its head like this really hit home, as seen from the resulting 535% spike in Chinese visitors.
Something to experience / In 2021, authors Renée Mauborgne and W Chan Kim (Blue Ocean Strategy) told Contagious about how brands can move away from saturated markets (red oceans) and towards untapped areas where competition doesn’t exist yet (blue oceans). Speaking about identifying new growth opportunities, Mauborgne advises: ‘Uncover what limits the size of your industry and discover the ocean of non-customers you can unlock.’ In 2019, we reported on W Hotels’ extravagant room service menu option, promoting itself to mukbang enthusiasts and highlighting the chain as a place to have memorable experiences. Likewise, Artotel looked beyond appealing to seasoned travellers and typical tourists, and targeted its own particular group: Chinese gamers. The Gamer Asylum rooms turn Artotel into the destination itself, rather than Bali, and the tailored services exemplify how to grow appeal and attract new visitors.
