Marketing Strategies to Increase Room Occupancy Rates at the Apurva Kempinski Bali

Ni Made Tari Ade Sumiarta; Ni Luh Gde Sri Sadjuni; I Gusti Agung Gede Witarsana

doi:10.55927/fjas.v4i10.375

Authors

Ni Made Tari Ade Sumiarta Politeknik Pariwisata Bali
Ni Luh Gde Sri Sadjuni Politeknik Pariwisata Bali
I Gusti Agung Gede Witarsana Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/fjas.v4i10.375

Keywords:

Marketing Strategy, Room Occupancy Rate, SWOT, IFAS, EFAS

Abstract

Bali and the tourism industry are two interrelated and inseparable elements. The marketing strategies implemented, such as emphasizing exclusivity, luxury, and local cultural values, are considered to be not fully effective in driving occupancy growth. This study aims to analyze marketing strategies to increase room occupancy rates at the Apurva Kempinski Bali, a five-star hotel located in Nusa Dua, Bali, which competes fiercely with other luxury hotels. The research uses a qualitative descriptive method with data collection through interviews, observation, documentation, and questionnaires. The analysis is carried out using SWOT, IFAS Matrix, and EFAS to identify the strengths, weaknesses, opportunities, and threats to the hotel's marketing strategy. The results of the study show that the main strengths lie in service and global brand reputation, while staff limitations are a weakness. Opportunities arise from an increase in tourists after the pandemic, while the threat of high competition between hotels remains.

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