Najla Khairunnisa, - (2025) STRATEGI PEMASARAN UNTUK MENINGKATKAN OCCUPANCY KAMAR HOTEL MELALUI ONLINE TRAVEL AGENT DI INDIES HOTEL BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Industri perhotelan di Indonesia menghadapi tantangan persaingan yang semakin ketat, terutama dengan munculnya teknologi digital dan platform Online Travel Agent (OTA). Penelitian ini bertujuan untuk menganalisis efektivitas strategi pemasaran melalui OTA dalam meningkatkan tingkat hunian (occupancy) kamar di Indies Hotel Bandung. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan studi kasus pada Indies Hotel Bandung, mencakup
wawancara mendalam, observasi, dan analisis data sekunder. Hasil penelitian menunjukkan bahwa Traveloka menjadi mitra OTA paling dominan dengan kontribusi penjualan kamar tertinggi dibandingkan platform lainnya, seperti Tiket.com dan Agoda. Strategi pemasaran digital melalui OTA meningkatkan visibilitas hotel, mempermudah proses pemesanan, dan memberikan dampak positif terhadap tingkat okupansi kamar. Namun, terdapat tantangan seperti pengelolaan ulasan
negatif pelanggan yang mempengaruhi peringkat hotel di platform OTA. Penelitian ini menyimpulkan bahwa pemanfaatan OTA secara strategis efektif dalam meningkatkan okupansi kamar hotel, dengan syarat didukung oleh pengelolaan hubungan pelanggan yang baik dan optimalisasi platform digital. Hasil penelitian ini diharapkan dapat
memberikan kontribusi praktis bagi manajemen hotel dalam
meningkatkan strategi pemasaran digital mereka.
The hospitality industry in Indonesia faces increasingly fierce
competition, especially with the emergence of digital technology and Online Travel Agent (OTA) platforms. This study aims to analyze the effectiveness of marketing strategies through OTAs in improving room occupancy rates at Indies Hotel Bandung. The research method used is a qualitative approach with a case study at Indies Hotel Bandung,
including in-depth interviews, observations, and secondary data analysis. The study results indicate that Traveloka is the most dominant OTA partner, contributing the highest room sales compared to other platforms such as Tiket.com and Agoda. Digital marketing strategies through OTAs improve hotel visibility, simplify the booking process, and positively impact room occupancy rates. However, challenges such as
managing negative customer reviews affecting hotel rankings on OTA platforms were identified. This research concludes that the strategic utilization of OTAs is effective in increasing hotel room occupancy, provided it is supported by good customer relationship management and optimization of digital platforms. The findings are expected to provide practical contributions to hotel management in enhancing their
digital marketing strategies.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Rangga Gelar Guntara: 6738149 |
| Uncontrolled Keywords: | Strategi pemasaran, Online Travel Agent, okupansi, hotel, digital marketing. Marketing strategy, Online Travel Agent, occupancy, hotel, digital marketing. |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Kampus Daerah UPI Tasikmalaya |
| Date Deposited: | 04 Jun 2025 06:57 |
| Last Modified: | 04 Jun 2025 06:57 |
| URI: | http://repository.upi.edu/id/eprint/133552 |
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