Developing a Marketing Strategy to Increase the Occupancy Rate: Case Study Hotel XYZ

Abstract

Hotel XYZ is one of the oldest local hotels in Bandung. Located in a strategic location, this hotel uses the concept of a heritage hotel. In 2017-2019, Hotel XYZ experienced a decline in performance. This happen due to lowering the occupancy rate of the rooms which results in a decrease in overall income. The increasing number of local accommodations has also increased competition between hotels with the same target market. All data used in this study are qualitative and based on primary data and secondary data. Primary data was obtained through interviews with the XYZ hotel management and internal data needs such as room occupancy rate data and financial reports. Meanwhile, secondary data comes from study literature, related news and related journals. This study aims to help Hotel XYZ, to increase the occupancy rate of rooms so that they can survive in business in this industry. Several strategies will be used in this study to increase room occupancy rates. In this research, the author will identify problems through PEST analysis, competitor analysis, customer analysis and virtual hotel operator analysis and business model canvas. From the results of the analysis, the authors found that there are conditions that are not ideal, including not maximizing marketing activities, resulting in high walk-in consumers. After carrying out procedures for analysis related to company issues, the authors compile alternative solutions that can be proposed to be able to increase the occupancy rate and hotel revenue through a marketing strategy. The author develops strategies through new wave marketing and sustainability strategies. With this strategy, marketing activities can focus more on communities such as business travelers. XYZ hotel must also conducted some additional activities such as reactivating social media and websites, updating the interior and working with parties who can support hotel marketing activities.