Strategi Pemulihan PT Hotel Indonesia Natour Pascapandemi COVID-19

Abstract

Pandemi COVID-19 mengakibatkan lumpuhnya industri perhotelan di Indonesia. PT Hotel Indonesia Natour (HIN), salah satu pelopor industri jasa perhotelan bertaraf internasional di Indonesia, juga turut mengalami penurunan okupansi dan pendapatan yang drastis selama masa pandemi. Oleh karena itu, diperlukan strategi yang tepat untuk mempercepat pulihnya perusahaan pascapandemi COVID-19. Penelitian ini bertujuan untuk (1) menganalisis faktor eksternal dan internal yang memengaruhi PT HIN selama masa pandemi COVID-19, (2) merumuskan strategi pemulihan pascapandemi COVID-19 bagi PT HIN, serta (3) merekomendasikan strategi pemulihan prioritas pascapandemi COVID-19 bagi PT HIN. Metode yang digunakan dalam penelitian ini ialah analisis lingkungan internal dan eksternal, analisis SWOT untuk merumuskan alternatif strategi, serta Analytic Hierarchy Process (AHP) untuk menentukan prioritas strategi. Berdasarkan hasil perhitungan AHP, strategi yang diprioritaskan untuk pemulihan PT HIN pascapandemi COVID-19 ialah (1) menawarkan product bundle, (2) meningkatkan kapasitas SDM dalam teknologi digital, serta (3) melakukan penetrasi pasar dengan digital marketing dan pemberian diskon.

The COVID-19 pandemic has paralyzed the hotel industry in Indonesia. PT Hotel Indonesia Natour (HIN), one of the pioneers of the international hotel service industry in Indonesia, has also experienced a drastic decrease in occupancy and income during the pandemic. Therefore, the right strategy is needed to accelerate the company's recovery after the COVID-19 pandemic. This study aims to (1) analyze the external and internal factors that influenced PT HIN during the COVID-19 pandemic, (2) formulate post-COVID-19 pandemic recovery strategies, and (3) recommend priority post-COVID-19 pandemic recovery strategies for PT HIN. The methods used in this study are internal and external environmental analysis, SWOT analysis (to formulate alternative strategies), and the Analytic Hierarchy Process (AHP) (to determine strategic priorities). Based on the results of AHP calculations, the priority strategies for PT HIN's recovery after the COVID-19 pandemic are (1) offering product bundles, (2) increasing HR capacity in digital technology, and (3) penetrating the market with digital marketing and giving discounts.