The epidemic continues to suspend outbound travel, accelerating hospitality’s digital transformation to expand its customer base. The Langham, Hong Kong has grasped the new opportunities brought by the craze of live streaming e-commerce in recent years, and organized their first virtual gin masterclass with EventX to attract more than 200 participants signing up for the event.
The Langham, Hong Kong organised their first virtual gin masterclass, attracting more than 200 participants to sign up for the event. (Live streaming screenshot)
Artesian, located in the five-star hotel The Langham, Hong Kong, offers nearly 400 different gins and the brand has been hailed as the best bar in the world in previous years. To celebrate World Gin Day 2021, Christian Caspar, Director of The Langham, Hong Kong’s food and beverage division, introduced a live streaming event for the first time during the pandemic. Not only could staycation guests participate in a free masterclass provided by gin professionals, but each registered virtual attendee also enjoyed a complimentary real-world Gin & Tonic on their next visit to the Artesian bar.
Christian shared, that it has been more than a year since the outbreak of the pandemic, and the hospitality industry is in constant revamp to adapt to the new normal. It is seen that live streaming e-commerce has become a great success in recent years. The Langham, Hong Kong therefore has also decided to give it a try and hope to expand its customer base by accelerating its digital transformation.
He mentioned, that many luxury hotel brands hope to attract young customers, and The Langham, Hong Kong can do so by enhancing the digital experience of tech-savvy customers, making the luxury hotel experience more approachable and welcoming to everyone. Take the virtual gin masterclass as an example, guests do not need to be restricted by any geographical or medical limitations and can easily participate online from the safety of their home.
Holding virtual events is faster and more flexible than traditional methods. Christian believes that a hybrid online and offline model will become a future trend of holding events, and The Langham, Hong Kong is interested in holding more virtual events in the future.
Christian Caspar, Director of Food & Beverage of The Langham, Hong Kong, shared that the hotel is interested in holding more virtual events in the future.