The Analysis of Newa Implementation to Maintain Hotel Occupancy at Sanctoo Suites & Villas

Putra, I Putu Subali Adi (2024) The Analysis of Newa Implementation to Maintain Hotel Occupancy at Sanctoo Suites & Villas. Masters thesis, Politeknik Negeri Bali.

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Abstract

This thesis examines the implementation of the NEWA concept to maintain occupancy at Sanctoo Suites & Villas. The hotel industry faces significant challenges in sustaining occupancy levels due to fluctuating demand and intense competition, exacerbated by the COVID-19 pandemic. The NEWA concept, which combines extraordinary experiences such as interacting with animals, nature adventures like bathing with elephants, river trekking, and walking through rice paddies, along with professional service, is proposed to address these challenges. The research originates from the necessity to enhance occupancy rates, critical for the hotel's success. It addresses the problem of fluctuating occupancy rates and aims to develop effective improvement strategies. This mixed-method research employs a qualitative approach supplemented by quantitative methods and the Servqual model, conducted over six months. Data collection methods include interviews, surveys, observations, document studies, and Focus Group Discussions (FGDs), involving executive management and hotel staff. The study highlights a unique marketing concept aimed at delivering new extraordinary experiences while maintaining guest satisfaction. It underscores the importance of a comprehensive approach that integrates high-quality service and innovative offerings to meet diverse guest needs. This strategy enhances the hotel’s market competitiveness and ensures long-term success. Key components of the implementation include personalized guest experiences, an efficient booking system, and a proactive marketing strategy emphasizing the NEWA (Nature, Ecotourism, Wellness & Adventure)concept. The findings demonstrate that implementing NEWA can significantly benefit hotel occupancy, providing valuable insights for industry practitioners.

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