•   Farah Hani Andini

  •   Deddy Priatmodjo Koesrindartoto


Hotel XYZ is one of the oldest local hotels in Bandung. Located in a strategic location, this hotel uses the concept of a heritage hotel. In 2017-2019, Hotel XYZ experienced a decline in performance. This happen due to lowering the occupancy rate of the rooms which results in a decrease in overall income. The increasing number of local accommodations has also increased competition between hotels with the same target market. All data used in this study are qualitative and based on primary data and secondary data. Primary data was obtained through interviews with the XYZ hotel management and internal data needs such as room occupancy rate data and financial reports. Meanwhile, secondary data comes from study literature, related news and related journals. This study aims to help Hotel XYZ, to increase the occupancy rate of rooms so that they can survive in business in this industry. Several strategies will be used in this study to increase room occupancy rates. In this research, the author will identify problems through PEST analysis, competitor analysis, customer analysis and virtual hotel operator analysis and business model canvas. From the results of the analysis, the authors found that there are conditions that are not ideal, including not maximizing marketing activities, resulting in high walk-in consumers. After carrying out procedures for analysis related to company issues, the authors compile alternative solutions that can be proposed to be able to increase the occupancy rate and hotel revenue through a marketing strategy. The author develops strategies through new wave marketing and sustainability strategies. With this strategy, marketing activities can focus more on communities such as business travelers. XYZ hotel must also conducted some additional activities such as reactivating social media and websites, updating the interior and working with parties who can support hotel marketing activities.

Keywords: hospitality industry, occupancy rate, marketing strategy, new wave marketing, sustainability strategy


HVS. (September 2015). Indonesia Hotel Watch 2015. [online]. Available: https://www.hospitalitynet.org/file/152005690.pdf

Badan Pusat Statistik. (2020). Perkembangan tingkat penghunian kamar hotel di jawa barat. [online}. Available: https://jabar.bps.go.id/pressrelease/2020/04/01/795/tingkat-penghunian-kamar-hotel-di-jawa-barat-februari-2020-sebesar-46-47-persen.html

M. Levens, Marketing: defined, explained, applied, second edition, pearson, 2014, ch 18, pp. 17-20.

West Java Province. Peraturan Wali Kota Bandung, tentang pelaksanaan pembatasan social berskala besar dalam penanganan corona virus disease 2019, 2020

Y. Damuri and F. Hirawan, Mengukur dampak COVID-19 pada pertumbuhan ekonomi dan perdagangan Indonesia 2020, CSIS Commentaried DMRU-015, 2020

P. Kotler and G. Armstrong, Principles of marketing, 17th Edition, Pearson, 2018, ch. 2, pp. 542-544

Asia Travel Leaders’ Summit, 2013, Capturing the Asian millennial traveller. [online]. Available: https://www.visitsingapore.com/content/dam/MICE/Global/bulletin-board/travel-rave-reports/Capturing-the-Asian-Millennial-Traveller.pdf.

Jakpat, 2019, 2019 travel survey: millennials accommodation preferences. [online]. Available: https://blog.jakpat.net/2019-travel-survey-millenials-accommodation-preferences/

A. Osterwalder and Y. Pigneur, Business model generation, Wiley, 2020, chp. 1, pp. 14-44.

H. Kartajaya, 2010, From legacy to new wave marketing, The Singapore Marketer. [online]. Avaliable: : http://usaei.smu.edu.sg/

R. Baumgartner and D. Ebner, Corporate sustainability strategies: sustainability profiles and maturity levels, Wiley, 76-89, 2010.

N. Langviniene and I. Daunoraviviute, Factors influencing the success of business model in the hospitality service insutry, Procedia, 902-910, 2015.

B. Bensoussan and C. Fleisher, Analysis without paralysis: 12 tools to make better strategic decisions, Pearson, chp. 11, pp. 387-393.


Download data is not yet available.


How to Cite
Andini, F. H., & Koesrindartoto, D. P. (2020). Developing a Marketing Strategy to Increase the Occupancy Rate: Case Study Hotel XYZ. European Journal of Business and Management Research, 5(5). https://doi.org/10.24018/ejbmr.2020.5.5.534

Most read articles by the same author(s)