Users have a natural connection to the car and accommodation.
In order to better assume the user’s “living” and “going”, Didi and Wanda announced a cooperation today.
On August 7th, Didi Travel entered into a strategic cooperation with Wanda Hotels & Resorts. The two sides opened up resources and services in the travel and hotel sectors. This cooperation mainly involves travel-hotel service integration, membership benefits, and brand joint marketing. etc.
In terms of service integration, Yang Nan, general manager of Didi Luxury Car Business Unit, said, “This cooperation will be based on the hotel scene, and will also be combined with the exclusive airport assistant of the drip luxury car and the pick-up caller of the orange car. CIP fast security check channel and other services.”
Users have a natural connection need for car and accommodation. Didi statistics show that for the hotel’s taxi users, the airport is an important scene, so the luxury car is on the airport service.
In addition, this cooperation will provide one-click calling service at the concierge of Wanda Hotel and set up the Drip Station. The Drip Station can dynamically display the length of time the hotel travels to the airport, train station, core business district and attractions, and make reference for the itinerary in advance; when the driver picks up the driver, the passenger can be accurately positioned according to the drip station.
In terms of membership rights, Wanda Hotels & Resorts loyalty program “Wan Yue Club” will share the exclusive membership rights to all members of Didi, and Didi will also open fast track to the “Wan Yue Club” members. Divided membership benefits such as cabin and membership discounts.
Drip luxury car was officially launched in May 2017, and was the first to provide services in Beijing. Then it was launched in Shanghai, Shenzhen, Guangzhou and Hangzhou. Previously, according to Didi, the luxury car is a new business launched by Didi Travel based on the concept of “Building a five-star travel service brand”. The professional driver who has obtained the title of “Secretary” provides services for the guests. The main model uses the first line. Luxury brand mid- to high-end cars (Mercedes-Benz E-Class, BMW 5 Series, Audi A6, etc.).
Since the launch, Drip Luxury Car has been continuously developing its business around its positioning to provide personalized services to the mid- to high-end groups. In September 2017, if you take a luxury car more than twice, passengers can pick up the familiar attendant. In January 2018, the luxury car launched a preference setting, which can fill in the way you want to be called, and choose the service mode according to your service expectations, and whether you need to contact before the phone, whether you need to enjoy the music in the trip.
This time, the cooperation between Drip and Wanda Hotel is due to the fact that the two are in their respective fields.The fit of positioning. Lili Orange and Didi luxury cars are the medium-to-high-end travel services launched by Didi, which has a high degree of cooperation with Wanda Hotels. Therefore, the cooperation between the two in terms of membership rights and joint marketing will help improve. The brand image of both enhances user loyalty.
On the other hand, there is a convergence between the two in terms of business. Didi said that the average daily order for the Wanda Hotel and the Drip Luxury Car started at Wanda Hotel exceeded 20,000. A considerable amount of business is the basis for the two to create a one-stop service.
For Wanda, this is also an opportunity to expand the service scene. Ning Qifeng, President of Wanda Hotels & Resorts, said: “User experience has always been the focus of Wanda Hotel. We are not only committed to providing guests with a high quality stay experience, but also extending the service to more scenes of travel, working with Didi as a guest. Bring more convenient, high-quality, intelligent accommodation and travel experience.”
Headmap source: Drip official