The Implementation of Green Promotion to Increase Room Revenue in Six Senses Uluwatu Bali

Dewi, Ni Putu Elsa Artika and Sutama, I Ketut and Astuti, Ni Nyoman Sri (2023) The Implementation of Green Promotion to Increase Room Revenue in Six Senses Uluwatu Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The Covid-19 pandemic has stopped tourism in Bali. Six Senses Uluwatu, Bali has gradually experienced revival from the pandemic by carrying out promotions that utilize online media that have a wide reach without regional boundaries, results can be measured, are not bound by geography and time, and are more cost-effective. Six Senses Uluwatu, Bali is one of the hotels that applies the concept of sustainability, one of which is implementing Green Promotion in marketing or promoting its products and services and the hard promotion can be minimized. The purpose of this research is to describe how the implementation of green promotion is carried out in increasing room revenue at Six Senses Uluwatu, Bali by using descriptive qualitative and quantitative descriptive methods. The data collection method used was observation, documentation, in-depth interviews with 5 informants and literature studies. The results of the study show that Six Senses Uluwatu has implemented green promotion in the form of advertising, sales promotion, public relations, direct marketing and e-personal selling with online media as a tool properly according to the indicators on each green promotion which efforts have been able to contribute to increase room revenue from the beginning of April 2022 (recovery period) until the last 1 year in April 2023. To further increase room revenue and overcome the drastic decline during the low season, the hotel is expected to be able to maximize the use of the website and review the promotions that have been carried out.

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