Niccolo Hotels empowers Millennials and Gen Z with new campaign

Niccolo Hotels has launched a new campaign "Persona N" to inspire Millennials and Gen Zs to embrace facets of their identity and experience the brand's properties in China.

This comes as the brand learned from a study conducted by iiMedia Research that, over 71% of domestic travellers are aged 19 to 41, underscoring the surge of Millennials and Gen Z as prime travel consumers.

Meanwhile, another iiMedia Research found that consumers are gravitating towards more relaxed and comfortable travel options. The survey revealed that 60% of consumers said their primary motivation for holiday travel is to unwind and alleviate stress. In terms of hotel preferences, 24.6% of consumers prefer staying at a luxury hotel.

As such, the campaign aims to guide guests toward connecting with themselves through stay experiences, culinary presentations, wellness offerings, and art and design appreciation. It covers mainly China, with cities that Niccolo Hotels are located in, including Chengdu, Changsha, Chongqing, Suzhou and Hong Kong, as well as the Southeast Asia region.

As part of the ongoing campaign, a video is developed to showcase Niccolo Hotels’ understanding of Millennial and Gen Z travellers and their motivation to follow their passions. Depicting immersive experiences that go beyond luxurious accommodation, various personas, including "The creator", "The indulger", "The retreater", "The harmonist", and "The socialiser", are featured engaging with art pieces, embracing time in solitude with wellness activities, enjoying a dining experience, and relishing the nightlife.

The video is launched across several official channels of Niccolo Hotels, including WeChat, Xiaohongshu, Facebook, Instagram and LinkedIn.

A spokesperson from Niccolo Hotels told MARKETING-INTERACTIVE that in addition to social media, the campaign will also utilise other formats for promotion, such as social influencers engagement, online and social media advertising, as well as giveaway campaign.

“We conceived ‘Persona N’ to reiterate the on-property experiences for Millennial and Gen Z travellers, who have steadily grown to form a significant portion of the brand's customer base. Known to be independent travellers and individualistic, these two generations display unique behavioural trends and are increasingly focused on self-discovery, self-indulgence and fulfillment,” said Holger Jakobs, Wharf Hotels vice president of sales and marketing.

Niccolo Hotels, part of the Wharf Hotels portfolio, is a collection of five luxury fashion-inspired properties located in Hong Kong, Chengdu, Changsha, Chongqing, and Suzhou. The brand aims to provide guests with effortless opulence through immersive experiences, artistic design, and refined interiors, according to the release. 

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