PERANCANGAN USULAN STRATEGI PENGELOLAAN PELANGGAN HOTEL MARCOPOLO JAKARTA

• Main Author: Ivan Sadanov Marpaung, Mauritz
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83477
• Institution: Institut Teknologi Bandung

Hotel Marcopolo Jakarta is a 3-star hotel located in Cikini, Central Jakarta. In 2022-2023, Hotel Marcopolo Jakarta recorded its highest occupancy rate since data was recorded in 2014 at 61,60% and 60,02%. This occupancy rate is higher than the average starred hotel occupancy rate in Jakarta, which is 53,88%, and Hotel Marcopolo Jakarta has never reached 60% occupancy rate between 2014-2021. This positive sign in occupancy rate was not followed by another important measure, which is the Average Room Rate (ARR). In contrast with the occupancy rate, Hotel Marcopolo Jakarta recorded its lowest ARR since 2014. This was due to the price reduction strategy used by the hotel to attract customer in order to increase its occupancy rate after the pandemic. In that case, Hotel Marcopolo Jakarta needs a strategy to increase profitability while retaining its occupancy rate and customers This research aimed to design a customer relationship management strategy to retain the price-sensitive customer of Hotel Marcopolo Jakarta and to increase the customer profitability The research began with auditing the CRM process in the company to address which process should be prioritized in the research. The audit result showed that the company lack most in the value creation process. In order to increase the customer value, a random sampling on the customer’s data is needed so that the behavior of the loyal and profitable customers could be identified. To identify the loyal and profitable customers, a segmentation based on loyalty and profitability is needed. After identifying the loyal and profitable customers and their purchasing behavior, a loyalty program is designed to incentivize the unloyal and the unprofitable customers to increase their loyalty and profitability. The loyalty program is designed by doing some benchmarks to some of the popular hotel loyalty program, consists of points mechanism, status tiers, along with the long-term rewards and immediate rewards.