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Hotel ICON Pioneers A.I.-driven Content Model on Hospitality Marketing
INNOVATIONS
Hotel ICON’s Brand and Marketing team has completed a 12-month project in collaboration with The Hong Kong Polytechnic University’s Research Centre for Digital Transformation Technologies (RCDTT), led by Prof. Mimi Li, and PolyU alumni-founded tech firm WD.Trip. This strategic partnership aims to transform social media content generation using WD.Trip’s cutting-edge Artificial Intelligence technology.
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Empowered by RCDTT’s research and WD.Trip’s engineering, Hotel ICON leveraged the AIGC One-Stop Content Marketing Platform to drive content productivity. Combining AI-generated copywriting and video stitching technology with moderate manual adjustments, this hybrid model has increased production efficiency by over 50%. Compared to manually created posts, AI-powered content saw a 57% rise in views and a 33% boost in engagement.
While A.I. for marketing has taken mainstream, the partnership project combines academia and commerce to measure the productivity and the effectiveness of A.I. generated content. RCDTT uses Hotel ICON as a live laboratory to embed academic research into real-world operations. With its new AI model, the team produced 100 unique short videos in just 10 minutes. During the spring campaign, influencer-generated content helped the hotel’s Douyin brand topic accumulate over 180,000 views in two weeks, significantly enhancing brand visibility in mainland China.
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“While productivity is crucial in the content overload on social media, we are growing both in scale and quality; hotel content serves guests as inspiration, entertainment, and a vehicle for commercial growth. As a benchmark of innovative hospitality, we collaborate with PolyU and our partners to remain at the forefront of marketing technology growth.” said Vallois Choi, Director of Marketing, Hotel ICON.
“This collaboration exemplifies how academia accelerates industry transformation. Our living-lab approach builds scalable solutions that redefine marketing effectiveness across hospitality,” said Mimi Li, Ph.D., Professor at the School of Hotel and Tourism Management, The Hong Kong Polytechnic University.
“PolyU’s insights into consumer emotional nuances helped us engineer AI that mirrors human creativity. This is the marriage of behavioral science and engineering,” said Jenny Tang, Director of Operations, WD.Trip.
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