The Implementation of Digital Marketing in Increasing Room Occupancy Rates at Renaissance Bali Uluwatu Resort & Spa

Gea, Baharuddin (2024) The Implementation of Digital Marketing in Increasing Room Occupancy Rates at Renaissance Bali Uluwatu Resort & Spa. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research was conducted at the Renaissance Bali Uluwatu Resort & Spa, located in Uluwatu, Badung, Bali. The objective of this study is to understand the process of implementing digital marketing and its contribution to increasing room occupancy rates at the Renaissance Bali Uluwatu Resort & Spa. Data collection methods included observation, interviews, documentation, and literature review, which were then analyzed using qualitative descriptive techniques. The findings of this research indicate that the implementation of digital marketing at the Renaissance Bali Uluwatu Resort & Spa has been effective through the use of the website and social media platforms (Facebook and Instagram), contributing to room occupancy rates. The contributions of digital marketing implementation include an increase in website visits, room reservations through the website, and a significant rise in room occupancy rates. The study also identifies challenges in the implementation of digital marketing at the Renaissance Bali Uluwatu Resort & Spa, particularly related to the performance quality of digital platforms. To address these challenges, it is recommended to utilize additional social media platforms beyond Facebook and Instagram, such as Twitter, to expand market reach by enhancing marketing activities; marketing campaign, social media writing, & content management.

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