Creating an Authoritative Voice in a Saturated Market for ASAP
The Association of Serviced Apartment Providers (ASAP) is a non-profit association which represents only Quality Accredited Operator and Agent members alike. In other words, ASAP assures quality apartments for all travellers.
Collectively, ASAP offers more than 100,000 high-quality apartments in 16 countries comprising more than 3 million bed nights per year. For travellers ranging from business to leisure ASAP’s quality stamp is found in an extensive variety of vibrant locations, both domestically in the UK, stretching from London to Edinburgh, and a global reach extending from Melbourne to Toronto.
In an ever-interconnected world travel is becoming increasingly quicker, cheaper, and easier. You can now travel to Australia in under 24 hours, so it comes as no surprise that the demand for accommodation has skyrocketed and can often be hard to come by. As a result, this undoubtedly creates a progressively competitive market in the hospitality sector.
The issue facing ASAP was that rapidly expanding enterprises such as ‘Air bnb’ were offering cheap apartments in the centre of major locations worldwide. This was becoming an increasing concern for the success of the apartments under the wing of ASAP.
We resolved this issue by highlighting the quality of apartment that ASAP guarantees. Unlike ‘Air bnb’, which offers lodgings that are sometimes poorly maintained. ASAP consistently provides regularly serviced high quality apartments.
But how did we achieve this?
Our strategy was to highlight this advantage by dramatically boosting ASAPs social media presence and to provide material to expand its membership growth and engagement.
To expand ASAP’s social media presence, we issued a number of press releases tailored to specific subjects such as supporting the development of quality assurance (QA) programmes, while also promoting and hosting support events and speaker opportunities to promote ASAP’s message and encourage additional membership.
We coupled this with a revamp of ASAP’s LinkedIn page and provided a new engagement strategy on Twitter in order to effectively enhance ASAP’s membership figures. We also proceeded to re-package ASAP’s technical papers to be easily understandable and coherent into ‘white papers’.
Additionally, we enhanced ASAP’s website by providing a blogging platform, people imagery, and user guidance to encourage further member engagement while promoting pushing ASAP’s online presence in the process.
- The creation of an authoritative voice in a competitive market
- Widespread press coverage in quality apartments worldwide
- Increased exposure of key messages
- Enhances online presence with lessons in strategies to increase followings on social media.
To find out more on ASAP, visit…