Implementasi Strategi Digital Marketing dalam Meningkatkan Room Occupancy pada Midtown Hotels Indonesia Surabaya

Abstract

This paper examines the implementation of digital marketing strategies to enhance room occupancy at Midtown Hotels Indonesia Surabaya. Digital marketing, utilizing online platforms such as websites, social media, email, and search engines, has become an essential element in contemporary marketing approaches. This study focuses on how Midtown Hotels Indonesia Surabaya employs various digital marketing techniques to increase room occupancy rates. Data was gathered through surveys, interviews, and analysis of digital marketing campaigns implemented by the hotel. The research employs a participatory approach, involving active engagement with the hotel's marketing team to gather insights and develop strategies. The results indicate a positive impact of digital marketing strategies on room occupancy, demonstrating that effective use of these strategies can lead to significant improvements in occupancy rates. The study concludes that Midtown Hotels Indonesia Surabaya can achieve better room occupancy and overall financial performance by strategically leveraging digital marketing tools.