IHG needed a strategy that could reconcile long-cycle brand building with short-cycle booking performance in one of the world's most fragmented digital ecosystems. We mapped each platform to its strongest role in the funnel, using Baidu for high-intent discovery, WeChat for CRM continuity, Douyin for incremental reach, and Xiaohongshu for trust-building in travel decision moments.
Rather than treating channels as isolated campaigns, we created shared audience logic and aligned creative hooks by traveler segment. Business travelers, family planners, and lifestyle-led explorers each received distinct value narratives, but with connected handoffs between content exposure and direct booking prompts.
Performance improved once optimization loops were standardized. Weekly reporting focused on conversion quality signals and assisted path contribution, not vanity engagement. This enabled faster creative retirement, more confident budget shifts, and a healthier split between always-on demand and seasonal pushes.
By grounding strategy in platform behavior and measurable funnel transitions, IHG achieved clearer linkage between awareness spend and direct booking outcomes, while preserving premium brand equity in a crowded market.