Strategi Pemasaran: Bauran Promosi yang Efektif dalam Rangka Meningkatkan Penjualan Kamar Hotel Quest Simpang Lima by Aston Semarang
DOI:
https://doi.org/10.32670/yada3a26Keywords:
Marketing Strategy, Promotional Mix, Room Sales, Hotel RevenueAbstract
The development of tourism in Indonesia is growing the hotel industry rapidly throughout the region. This development has led to fierce competition between hotel players which has caused the hotel's marketing performance to decline both the number of rooms sold, occupancy rates to hotel revenue. The purpose of this study will analyze the marketing strategies implemented, especially on the promotion mix strategy that is effective in growing room sales. This research uses a qualitative method with data collection on hotel management informants. The results showed that the Sales and Marketing department of Quest Semarang hotel has conducted a series of promotional mix strategies in order to increase room sales through 5 promotional methods. The promotions include email marketing and WA Blast; promotion with website and SEO optimization, promotion through social media Instagram, Tiktok and Youtube; promotion with sales promotion with various incentives as well as promotional publications in radio talk shows and media visits. These promotional mix activities have complemented the role of promotion and are effective in increasing room sales by direct booking, building customer loyalty, cost efficiency, increasing the visibility of hotel products and services, increasing guest reach, strengthening the brand, being more interactive, maintaining consumer loyalty, and strengthening partnerships with the media.
Downloads
References
Bennett, A. G. (2010). The Big Book of Marketing. In Sustainability (Switzerland) (Vol. 11, Issue 1). The McGraw Hill Companies.
Betlej, A., Kaziuka, N., Bielan, O., & Humeniuk, V. (2024). Useful Marketing Tools of Brand- and Pr-Management to Increase The Competitiveness of Enterprises in the Hotel and Restaurant Industry. The Actual Problems of Regional Economy Development, 2(20), 201–213. https://doi.org/10.15330/apred.2.20.201-213
Choi, S., & Mattila, A. S. (2006). The Role of Disclosure in Variable Hotel Pricing: A Cross-Cultural Comparison of Customers’ Fairness Perceptions. Cornell Hotel and Restaurant Administration Quarterly, 47(1), 27–35. https://doi.org/10.1177/0010880405281681
Dewi, A. A. P., Astawa, I. P., Suarja, I. K., Armoni, L. E., Sudiarta, M., & Sri Astuti, N. N. (2022). Marketing Mix Implementation to Increase Meeting Room Sales at The Jayakarta Lombok Beach Resort & Spa. International Journal of Travel, Hospitality and Events, 1(3), 266–275. https://doi.org/10.56743/ijothe.v1i3.176
Kotler, P., & Keller, L. K. (2016). Marketing Management (Fifteenth). Pearson Education.
Listyorini, H., & Ridanata, R. (2024). Peran Ulasan Online dalam Membangun Kepercayaan Tamu serta Dampaknya pada Niat Pemesanan Online Di Hotel Aston Banyuwangi. Cakrawala-Repositori IMWI, 07(April), 773–788.
Listyorini, H., & Somantri, D. (2024). Faktor-Faktor yang Mempengaruhi Guest Booking Intention di Hotel Patra Bandung. COSTING: Journal of Economic, Business and Accounting, 7(4), 10710–10720.
Putri, R. H., & Heri, D. (2024). Strategi Pemasaran dalam Menarik Minat Konsumen pada Suria City Hotel Syariah Bandung. Reslaj: Religion Education Social Laa Roiba Journal, 6(6), 2266–2282. https://doi.org/10.47476/reslaj.v6i6.1858
Rezeki, S. R. I., Dharmawan, D., Azlina, Y., Purwanti, & Kespandiar, T. (2024). Analysis of The Influence of Promotion Through Digital Marketing and Effectiveness of Marketing Communication on Customer Decisions in Hospitality Industry. Jurnal Informasi Dan Teknologi, 6, 1–6. https://doi.org/10.60083/jidt.v6i2.521
Saragi, R., Milyardo, B., & Takanjanji, D. S. (2024). Analysis of Room Promotion Activities at Kambaniru Beach Hotel & Resort, East Sumba. JOSS: Journal of Social Science, 3(10), 1264–1282.
Satya Wiguna, I. K. E. W., Lukitasari, R., & Pramesti, D. S. (2024). The Optimization Of Flash Sale Voucher For Promotion At Vila Lumbung Hotel, Seminyak-Bali. Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management, 7(1), 119–126. https://doi.org/10.46837/journey.v7i1.120
Syahputri, R. Z. H., & Salim, M. A. M. (2024). Enhancing Hotel Room Bookings through Instagram Marketing. Journal of Economic Education and Entrepreneurship Studies., 5(2), 274–283.
Tsviliy, S., & Korniienko, O. (2021). Postcoronavirus Marketing Policy of Retaining Loyal Consumers of Hotel and Restaurant Product. Scientific Bulletin of Kherson State University. Series Economic Sciences, 42, 50–55. https://doi.org/10.32999/ksu2307-8030/2021-42-8
Wibawa, I. S., Fajri, I., & Faturrahman, A. C. (2024). Personal Selling Done by Raffles Hotel Jakarta’s Salespersons. Journal of Business and Management Inaba, 3(01), 11–25. https://doi.org/10.56956/jbmi.v3i01.286
Widya, W., Amera, H., & Selasi, D. (2024). Analysis of Marketing Mix Strategy Mix on Sales in Batik Quu Ciwaringin. Jurnal Indonesia Sosial Teknologi, 5(5), 2440–2448. https://doi.org/10.59141/jist.v5i5.1100
Wulandari, M. A., Septevany, E., Komala Sari, I. G. A. M. K., & Suarta, I. K. (2020). Marketing Strategy in Increasing Ballroom Sales at New Kuta Hotel. Journal of Business on Hospitality and Tourism, 6(2), 177. https://doi.org/10.22334/jbhost.v6i2.225
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Coopetition : Jurnal Ilmiah Manajemen
This work is licensed under a Creative Commons Attribution 4.0 International License.
