Hong Kong Tourism Board - Innovation in Customer Service Management, Planning & Practice

Name of Organization / Company: Hong Kong Tourism Board
Category: Award for Innovation in Customer Service Management, Planning & Practice > Public Enterprise

Entry Title: Hong Kong Travel Buddy – Your best buddy for a safe and smooth trip to Hong Kong

BACKGROUND AND OBJECTIVES

The Hong Kong Tourism Board (HKTB) is a government-subvented body, tasked with marketing and promoting Hong Kong worldwide as a travel destination and with enhancing the visitor experience in Hong Kong.

In 2019, Hong Kong was in the international spotlight due to ongoing demonstrations, and safety became a major concern for travellers to Hong Kong. To help visitors have a hassle-free stay, the HKTB made use of its ‘Hong Kong Travel Buddy’ service to provide instant travel advice to visitors to minimise possible inconvenience caused by demonstrations as they travelled around the city.

HOW DOES ‘HONG KONG TRAVEL BUDDY’ WORK?

‘Hong Kong Travel Buddy’ is a virtual travel companion, operated by a team of highly engaged and efficient HKTB staff members using the instant messaging app LINE.

The HKTB actively promoted this service to potential visitors through its overseas offices and industry partners. Visitors who plan to travel to Hong Kong can add the Buddy to their friend list on LINE. Then they can ask the Buddy any questions related to sightseeing in Hong Kong. The Buddy responds instantly. It also provides visitors with tailored recommendations, travel tips and reminders to help them make the most of their trip.

The Buddy operates daily during office hours. After office hours, visitors can visit the ‘Hong Kong Tourist LIVE Map’, which is accessible via the ‘Hong Kong Travel Buddy’ rich menu to obtain real-time information about social events, and updates on public transport, attractions and malls if they may be affected by social events.

SERVICE STRATEGY

HKTB staff members carefully reviewed the needs of in-town visitors and devised the following service strategy to ensure visitors have a hassle-free travel experience in Hong Kong:

1. Pre-trip advice.

Once visitors register for the service, the Buddy checks their travel period, hotel and sightseeing preferences. Then the Buddy provides suggested itineraries, together with reminders to help them avoid places where demonstrations may take place.

2. Close monitoring of visitors’ travel activity.

The travel information provided by visitors is recorded in the backend system. This helps the team segment the visitors. If there was a protest, the team could identify and locate the affected groups of visitors easily and provide them with instant advice and assistance.

3. Proactive updates on protests and alternative sightseeing options.

HKTB staff members closely monitored the protest schedule and transport arrangements through the news and social media, and informed visitors whose itineraries were likely to be affected by the demonstrations or suspension of transport services. The visitors were given alternative travel options if necessary. For stranded visitors, the Buddy helped them to look for accommodations and arrange an extension of stay.

4. Close follow-ups.

To ensure that visitors could return to their hotel safely or arrive at the airport in time for their departure flight, the Buddy checked with visitors about their status from time to time. This assured visitors that the Buddy would stay in touch with them throughout their journey and that they could fully rely on the Buddy and ask it questions whenever necessary.

EVALUATION OF SUCCESS

In the second half of 2019 when the protests took place in Hong Kong, ‘Hong Kong Travel Buddy’ had more than 127K of conversations with visitors, a 14% increase year on year.

The service has impressed many travellers, as testified by reviews on TripAdvisor. Through the use of technology, the HKTB has helped visitors enjoy the best experiences offered in Hong Kong while minimising possible inconveniences.