Perancangan Media Promosi Fasilitas Hotel Mercure Jakarta Kota dalam Meningkatkan Penjualan

Abstract

ZUHAIR RADITYA. Perancangan Media Promosi Fasilitas Hotel Mercure Jakarta Kota dalam Meningkatkan Penjualan di Hotel Mercure Jakarta Kota, Jakarta Barat. Dibimbing oleh KANIA SOFIANTINA RAHAYU

Industri perhotelan pasca pandemi mengalami tantangan dalam meningkatkan pemanfaatan fasilitas non room seperti restoran, ruang pertemuan, pusat kebugaran, dan kolam renang. Hotel Mercure Jakarta Kota sebagai hotel bintang empat di Jakarta menghadapi masalah rendahnya optimalisasi promosi fasilitas tersebut. Penelitian ini bertujuan merancang media promosi visual berbasis digital yang efektif dalam meningkatkan penjualan fasilitas hotel. Penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara, observasi langsung, dan studi literatur. Analisis data dilakukan dengan metode reduksi, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa fasilitas restoran, kamar, dan ballroom merupakan prioritas utama dalam promosi berdasarkan penilaian manajemen hotel. Media promosi berupa video berdurasi satu menit berhasil dirancang dengan mempertimbangkan aspek storytelling visual, daya tarik audiens, dan tren digital marketing. Kesimpulan penelitian ini menegaskan bahwa strategi promosi berbasis video visual interaktif diharapkan dapat meningkatkan persepsi positif calon tamu dan mendukung peningkatan revenue non room secara signifikan. Rekomendasi ditujukan pada optimalisasi media sosial hotel sebagai saluran distribusi utama promosi fasilitas.

ZUHAIR RADITYA. Designing Promotional Media for Mercure Jakarta Kota Hotel Facilities to Increase Sales, West Jakarta Supervised by KANIA SOFIANTINA RAHAYU The post pandemic hospitality industry faces challenges in increasing the utilization of non room facilities such as restaurants, meeting rooms, fitness centers, and swimming pools. Mercure Jakarta Kota Hotel, a four star hotel in Jakarta, faces the problem of low optimization of the promotion of these facilities. This study aims to design effective digital based visual promotional media to increase hotel facility sales. The study employs a qualitative descriptive approach with data collection techniques including interviews, direct observation, and literature review. Data analysis is conducted using reduction, presentation, and conclusion drawing methods. The results indicate that restaurants, rooms, and ballrooms are the top priorities in promotions based on hotel management assessments. A one minute promotional video was successfully designed, taking into account visual storytelling aspects, audience appeal, and digital marketing trends. The study's conclusion emphasizes that an interactive visual video based promotional strategy is expected to enhance positive perceptions among potential guests and significantly support the increase in non room revenue. Recommendations are directed toward optimizing the hotel's social media as the primary distribution channel for facility promotions.