Booking platform Dayuse launches in SG, taps W for PR strategy

Published on marketing-interactive.com | 26/11/2021 | Direct Link

By: Deepa Chevi

Booking platform Dayuse has launched in Singapore to provide users with an array of daytime reservations and experiences across its portfolio of over 100 hotel partners in the market. On top of the run-of-the-mill "per night" staycation offerings, Dayuse will allow users to book rooms at designated time slots or for a span of a few hours from 6am to 11pm, freeing guests from defined check-in and check-out times.

Dayuse CMO Claire Cavaglione told MARKTEING-INTERACTIVE it decided to launch in Singapore after its data revealed that Singaporeans are experience seekers with a demonstrated appetite for the platform's offerings in other markets. "Singapore is a strategic location for Dayuse to expand into Southeast Asia. As a travel hub, it also offers incredible potential for Dayuse to capitalise on any upswing in international tourism," she added.

When it comes to standing out from competitors, Cavaglione said that its daytime hotel experiences provides users with similar amenities and incentives - such as wellness and dining experiences - at up to 75% off the price of an overnight stay, which makes it more appealing. Additionally, Dayuse users can book without a credit card, pay upon check in, and cancel for free - up to the very last minute.

According to Cavaglione, Dayuse's portfolio of hotels has increased by 2.5 times, compared to November 2020, and bookings saw an uplift of 350%. "This is a real testament that Dayuse is a very compelling proposition. We are certain that the daytime hotel concept is poised to become mainstream and we will continue to evolve our offerings in tandem with consumers’ needs in the new normal," she said.

At the same time, Dayuse has appointed PR and social media agency W to promote its offerings and strengthen its presence in Singapore. The appointment comes after a pitch that saw two other agencies vying for the account. The appointment will be for five months, with a view to extend further, Cavaglione said. “We were really impressed with W’s fresh and creative approach. We feel the agency developed a campaign that will drive excitement for Dayuse’s offerings that will give Singaporeans a much-needed opportunity to escape to some of the city’s best hotels," she added.

W will be marketing the platform's offerings through a robust media and influencer campaign. It will also collaborate with Dayuse's hotel partners and like-minded cultural partners and brands to bring key experiences to life and cement Dayuse in the "book-by-day" market. Dayuse joins W’s travel and hotel clients including Fairmont Hotel, Swissôtel The Stamford, Wyndham Hotels & Resorts as well as a wider lifestyle portfolio including Marks & Spencer and Moet Hennessy Diageo.

W Singapore’s co-founder Annabel Martinez-Fox said that appointment gives it the opportunity to develop some news generating, business-changing partnerships which it is known for. "We are excited to work with a game changer in the hospitality industry that is poised to become a significant source of hotel bookings over the next year," she added.

To broaden its appeal, Dayuse also recently fully revamped its brand identity to reflect its new vision: To allow the world to "stay open". Designed by British creative agency DesignsStudio, Dayuse's visual system now portrays a patchwork of moments - each colour for a mood, time of day or service. According to a joint statement by Dayuse and DesignsStudio, this visual system opens spaces and inspires guests to find exactly what they’re looking for or be pleasantly surprised with a vast range of possibilities.

Meanwhile, the new logo is inspired by a clockface with the hands of the clock reflecting the "Y" in Dayuse's name design. Additionally, the baseline "Room to daydream" conveys this invitation: The desire to escape, the need to take a break and slow down correspond to new consumption patterns which were intensified after the COVID-19 crisis.

As Dayuse’s culture is defined by a distinctive flavour that both combines and sets the platform apart, DesignsStudio created a cocktail based on honey and ginger. According to Dayuse, the balance of smoothness and comfort with the kick of the unexpected reflected Dayuse's playful side of the business. These two ingredients perfectly embody the brand; characterising it as both formal and cheeky