Studi Deskriptif Tentang Upaya Promosi Le Polonia Hotel & Convention Medan Dalam Meningkatkan Hunian Kamar

Abstract

Le Polonia Hotel & Convention Medan is one of the star-rated hotels in the city of Medan whose existence must be maintained by having an effective marketing strategy to attract the interest and preference of tourists and business travelers for accommodation. This study aims to describe and analyze the promotional efforts carried out by Le Polonia Hotel & Convention Medan in increasing room occupancy.This research uses a qualitative descriptive method, with data collected through interviews with hotel management and the marketing team, direct observation of promotional activities, and supporting documentation. The collected data were then analyzed qualitatively to obtain an in-depth understanding of the promotional strategies applied.The study shows that Le Polonia Hotel & Convention Medan carries out various promotional efforts, such as physical promotions, including exhibitions or expos, sales calls, events, social events, and collaborations with travel agents. Digital media promotions are conducted through social media platforms such as Instagram, TikTok, Facebook, WhatsApp, and Email marketing or Online Travel Agents (OTAs). Finally, traditional media promotions are conducted through TV and radio.This strategy is considered quite effective in increasing room occupancy. The conclusion of this study is that the success in improving room occupancy depends on the combination of digital media promotion and physical promotion. In addition, consistency in promotional implementation and understanding of the target market are key factors in the success of the strategy.