SOCIAL MEDIA MARKETING STRATEGY FOR A THREE-STARS HOTEL, USING DIGITAL CUSTOMER JOURNEY/EXPERIENCE APPROACH: A STUDY ON THE BNB HOTEL JAKARTA

• Main Author: Vika Pramesti, Regina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35795
• Institution: Institut Teknologi Bandung

The BnB Hotel is a three-star hotel located in strategic area of North Jakarta, namely Kelapa Gading. Inspired by the philosophy of metal that durable, The BnB Hotel stands from the Bold and the Best Values. Comes with a price that is very affordable, it does not mean cheap services and facilities. The BnB Hotel is a solution for urban travelers who have high mobility to experience a quality stay. The target market of The BnB Hotel is millennial generations who are frequently do business and leisure trip. Along with the development of the technology and digital era, nowadays it is very important to establish a brand in the world of social media. The BnB Hotel currently have a good market share, but low awareness on social media. The BnB Hotel social media account has less followers. For now, it is necessary for active on social media because social media has low budget but big impact. This article describes the problems faced by The BnB Hotel especially in raising people's awareness on the social media accounts of The BnB Hotel. The authors found out the issues using PESTEL, Competitor Analysis, Marketing Mix, S-T-P, Customer Journey, and Digital Transformation of Guest Experience. The author found that The BnB Hotel has not content that is suitable for the current customer's needs. Due to the fact social media content must be tailored to the needs of potential and existing customers. The author used New Wave Marketing to formulate content that is suitable potential and existing customers and services from The BnB Hotel. The author uses the results of the New Wave Marketing analysis to organize the content communication function based on RACE analysis. This combination is the right content for the target market which results in a solution for content strategy.