Strategi Pemasaran Hotel Melalui Online Travel Agent Dalam Meningkatkan Occupancy di Fugo Hotel Samarinda
DOI:
https://doi.org/10.62383/tamasya.v3i3.1233Keywords:
Digital Marketing, Hotel, Marketing Strategy, Online Travel Agent, Room OccupancyAbstract
This study aims to analyze the marketing strategy implemented through Online Travel Agents (OTAs), examine the role of OTAs in increasing room occupancy, and identify the efforts made by FUGO Hotel Samarinda to overcome digital marketing challenges. This research employed a descriptive qualitative approach. Data were collected through interviews, observations, and documentation. The participant was the Sales and Marketing Division Manager of FUGO Hotel Samarinda, selected using purposive sampling. Data were analyzed through data collection, data condensation, data display, and conclusion drawing, while data validity was ensured through source and technique triangulation. The findings indicate that OTAs play a significant role as digital distribution channels by expanding market reach, increasing hotel visibility, and supporting room occupancy growth. The marketing strategies include collaborating with multiple OTA platforms, participating in promotional campaigns and seasonal programs, managing guest reviews, and highlighting the hotel's superior facilities and service quality as competitive advantages. These efforts strengthen the hotel's brand image, enhance customer trust, and contribute to achieving occupancy targets. The study concludes that optimizing the use of OTAs is an effective marketing strategy for newly established hotels in improving competitiveness and increasing room occupancy in the hospitality industry.
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