HOTEL MARKETING STRATEGIES IN THE POST-COVID-19 ERA

  • Adi Sopyan
  • Anindita Gayatri
  • Diyan Putranto
  • Runi Yulianti Togubu
  • Barliani Dewi Setyawati
  • Albertus Banundoyo
Keywords: Marketing Strategy, Promotional Mix, Hotel

Abstract

The Covid-19 pandemic has had a profound impact on the hospitality industry, prompting hotels to adopt new marketing strategies. Thus, this study aims to examine the marketing strategy implemented by Grand Mercure Jakarta Kemayoran Hotel in the post-pandemic new normal era. Employing a qualitative research approach with a descriptive method, primary data was collected through interviews, supplemented by secondary data from literature studies.

 The analysis of the hotel's marketing strategy utilized the 7P marketing mix concept, encompassing Product, Price, Place, Promotion, People, Physical Evidence, and Process. The findings reveal that Grand Mercure Jakarta Kemayoran Hotel has effectively embraced a "New Normal Concept" marketing strategy across all aspects of the 7P marketing mix, demonstrating their innovative approach to navigate the challenges of the new normal era.

 To thrive in the new normal, it is recommended that Grand Mercure Jakarta Kemayoran Hotel harness the power of social media and leverage its various features. Additionally, exploring alternative social media platforms beyond Instagram can expand their reach and engagement in the new normal era.

Author Biographies

Adi Sopyan

Hotel and Tourism, Saint Mary’s Tourism Academic

Anindita Gayatri

Hotel and Tourism, Saint Mary’s Tourism Academic

Diyan Putranto

Hotel and Tourism, Saint Mary’s Tourism Academic

Runi Yulianti Togubu

Hotel and Tourism, Saint Mary’s Tourism Academic

Barliani Dewi Setyawati

Hotel and Tourism, Saint Mary’s Tourism Academic

Albertus Banundoyo

Hotel and Tourism, Saint Mary’s Tourism Academic

Published
2023-07-23