OCCUPANCY RATE IMPROVEMENT OF THE LA OMA CAFE & HOTEL

• Main Author: WAHYU (NIM : 29108018); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, MSc., NATALIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16666
• Institution: Institut Teknologi Bandung

The La Oma Cafe & Hotel is a three&#8208;star equivalent hotel located in Lembang sub&#8208;district. The hotel features an interior design concept of Java&#8208;Bali ethnic nuance and has spacious garden with a wide variety of trees and plants. Low occupancy rates indicate that there is disproportion between the number of rooms occupied compared to owned. To find the root cause of the symptoms experienced by The La Oma Cafe & Hotel, a research were done on the internal and competitor conditions of the company. Results showed that the <br /> <br /> <br /> company is still in the stage of continuous introduction. A less maximal promotion planning was reflected by a collection of improper promotional activities target as well as less attractive, originated from a marketing strategy that is not in accordance with the phase of its existance in the product life cycle. Funding limitations disturbed some activities which caused the company’s relationship with customers become not well maintained. Unmet three&#8208;star hotel standard was influenced by limited human resources due to regulations. In order to increase the occupancy rate, the first move is to create SWOT matrix. Then, continued with improving segmentation, targeting and positioning, which will be used to reorganize the marketing mix. Revamping is also supported by the proposed relationship <br /> <br /> <br /> management and service quality improvement, which focuses on promotion variable to get the awareness of the target market and increase existing customers loyalty. The solution proposed, among others, the solution of customer relationship management in practice, evaluation and awards program solution, promotion solutions, human resource solutions, and solutions for additional facilities supporting the main product. The proposal also includes the implementation schedule and cost estimates required by the La Oma Cafe & Hotel.