Enhancing The Integration of Rates And Offers By Sales & Marketing Department to Achieve Revpar Index at Andaz Bali Within The Competitive Set

Kumalasari, Dwi Noer (2024) Enhancing The Integration of Rates And Offers By Sales & Marketing Department to Achieve Revpar Index at Andaz Bali Within The Competitive Set. Masters thesis, Politeknik Negeri Bali.

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Abstract

This research examines the integration of rates and offers by the Sales and Marketing department of Andaz Bali to achieve the targeted Revenue Per Available Room (RevPAR) Index within its competitive set. Amid intense competition in Bali’s hospitality industry, particularly following the reopening of international borders post-pandemic, this study focuses on Andaz Bali, a luxury resort established in 2021. The hotel faces the challenge of improving its RevPAR index performance amidst established competitors like W Seminyak, Hotel Indigo Seminyak, and InterContinental Bali, Sanur. Through quantitative descriptive analysis and qualitative approaches, this research explores how Andaz Bali can enhance the integration of its rates and offers to secure its market position and improve RevPAR performance. The study compiles data from STR (Smith Travel Research) reports covering the period from June 2022 to May 2023, revealing that while Andaz Bali achieved a high Market Penetration Index (MPI) of 107.7%, its Average Rate Index (ARI) was 91.3, indicating underperformance in room rates compared to its competitors. The RevPAR Index of 98.2 during this period shows that Andaz Bali fell slightly short of its target of 100. The qualitative analysis further delves into the hotel’s strategic pricing initiatives and offers. These include dynamic pricing for transient markets, targeted offers for loyalty program members, and tailored packages aimed at capturing different market segments such as domestic travelers and guests from key international markets like the United States, Australia, and South Korea.The findings suggest that Andaz Bali can further enhance its performance by refining its pricing strategies and offers, especially during peak seasons where it underperformed. The development of a focused model for integrating rates and offers will help maximize both occupancy and ADR, thereby improving overall RevPAR performance. The study concludes with recommendations for the Sales and Marketing department to drive business growth and achieve the desired competitive advantage.

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