Strategi pemasaran digital untuk meningkatkan occupancy di maison aurelia sanur

Abstract

This study discusses the Digital Marketing Strategy to Increase Occupancy at Maison Aurelia Sanur. The Sanur area has many choices of hotels and villas, ranging from 1-star hotels to 5-star hotels. Most tourists visiting Bali stay in 4-star hotels to 5-star hotels with complete facilities and the best service. The pandemic began to emerge which resulted in a sharp decline in occupancy, so that online travel agents experienced a decline to the Sales Call process which could not be executed and in 2020 the strategy that must be improved is with digital media which is currently a trend. This study aims to determine the Digital Marketing Strategy to Increase Occupancy at Maison Aurelia Sanur. This study uses the concept of a marketing strategy, with the data analysis method used is a qualitative descriptive analysis combined with a SWOT approach. This research was conducted using interview, observation, questionnaire, literature study and documentation data collection techniques. The results of this study are information material for Maison Aurelia Sanur so that they can be used as positive input for marketing development. The results of the study are the SO strategy by maintaining the services provided by the staff in a friendly manner and still following government policies regarding health protocols that are running well. ST's strategy is to maintain a room reservation system through the website and other digital media. The WO strategy is to offer short-term promotions distributed through social media which is currently a trend to attract visitors. WT's strategy is to create interesting and up-to-date content that is currently a trend on social media. Based on the results of the discussion, it can be given suggestions on the Digital Marketing Strategy to Increase Occupancy at Maison Aurelia Sanur, namely for Maison Aurelia Sanur, especially in the marketing section, in order to optimize the promotion function, including in the digital marketing section