Strategi Promosi Starwood Preferred Guest Di Sheraton Bandung Hotel & Towers

Abstract

ABSTRAK Persaingan industri hotel saat ini membuat setiap perusahaan berupaya untuk menawarkan beragam promosi pada produknya untuk meningkatkan kunjungan tamu, begitu pula dengan Sheraton Bandung Hotel and Towers. Salah satu program promosi yang dijalankan adalah SPG (Starwood Preferred Guest). Data menunjukan bahwa jumlah tamu SPG mengalami penurunan dari tahun 2016 sampai tahun 2017. Hal ini disebabkan karena manajemen Sheraton Bandung Hotel & Towers mengurangi strategi promosinya. Penelitian ini bertujuan untuk menganalisis implementasi strategi promosi program SPG di Sheraton Bandung Hotel & Towers. Metode penelitian yang digunakan adalah metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, dokumentasi dan pengamatan suatu peristiwa, orang dan objek langsung. Hasil menunjukan bahwa penurunan jumlah tamu SPG di Sheraton Bandung Hotel & Towers disebabkan karena perubahan kebijakan yang sebelumnya ditetapkan oleh manajemen Starwood Hotel & Resorts kemudian diubah oleh Marriott International. Strategi promosi yang dijalankan oleh Sheraton Bandung Hotel & Towers saat berada dibawah naungan Starwood Hotel & Resorts adalah menggunakan strategi advertising, personal selling, public relations, sales promotion, direct marketing dan internet marketing berkurang menjadi advertising, public relations, sales promotion, direct marketing dan internet marketing saat berada di bawah naungan Marriott International. Dan implementasi strategi promosi yang diterapkan hanya menggunakan strategi advertising, sales promotion, direct marketing dan internet marketing. Kata Kunci : Strategi Promosi, Sheraton Bandung Hotel & Towers, Starwood Preferred Guest ABSTRACT The current competition in the hotel industry makes every company strive to offer a wide range of promotions on its products to enhance guest traffic, as well as Sheraton Bandung Hotel and Towers. One of the promotional programs that run is SPG (Starwood Preferred Guest). The data shows that the number of SPG guests decreased from 2016 to 2017. As the result of Sheraton Bandung Hotel & Towers management is reducing its promotional strategy. This study aims to analyze the implementation of promotion strategy SPG program at Sheraton Bandung Hotel & Towers. The research method used is descriptive qualitative method with data collection technique through interview, documentation and observation of an event, person and direct object. The results show that the decrease in the number of SPG guests at Sheraton Bandung Hotel & Towers is due to changes in policies previously set by Starwood Hotel & Resorts management then changed by Marriott International. The promotion strategy run by Sheraton Bandung Hotel & Towers while under the management of Starwood Hotel & Resorts is using advertising strategy, personal selling, public relations, sales promotion, direct marketing and internet marketing reduced to advertising, public relations, sales promotion, direct marketing and internet marketing while under the management of Marriott International. And the implementation of promotional strategy applied only using advertising strategy, sales promotion, direct marketing and internet marketing. Keyword : Promotion Strategy, Sheraton Bandung Hotel & Towers, Starwood Preferred Guest