Digital Marketing at Hotels in Nusa Dua (Case Study of Five-Star Hotels in Nusa Dua

Ni Desak Made Santi Diwyarthi, - and I Wayan Adi Pratama, - and Made Yudhawijaya, - (2023) Digital Marketing at Hotels in Nusa Dua (Case Study of Five-Star Hotels in Nusa Dua. In: The 3rd International Hospitality Entrepreneurship and Innovation Conference 2023 “Hospitality Rebound: Strengthening Sustainability Strategies for The Unexpected”,, May, 5th 2023, Politeknik Pariwisata Bali.

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Abstract

This is a preliminary research conducted to analyze the development of digital marketing by five-star hotels in Nusa Dua, Bali. The study used survey, interview, observation, and documentation methods to analyze hotel management in managing marketing strategies through online media. The response was analyzed to determine further strategies in digital marketing. The conclusion are hotel digital marketing strategies in Nusa Dua, Bali expanding their reach and enhancing their business's popularity, particularly in the current new normal era, which has affected the hospitality industry's operations. The hotels had implemented digital marketing strategies in various ways, including website optimization, social media usage, and online platforms to reach a broader audience. The weaknesses of digital marketing for hotel management are insufficient funding, inadequate personnel with specialized skills, undefined target audience, inconsistent messaging, insufficient data analysis, and suboptimal website design and user experience. On the other hand, digital marketing presents opportunities for hotel management such as direct access to customers, targeted messaging, increased brand awareness, better customer engagement, improved data analysis, and cost-effective resource allocation. Digital marketing strategy for hotel management in Nusa Dua five-star hotels includes: develop a strong website, optimize for search engines, leverage social media, implementing email marketing, offer online booking, utilize influencer marketing, always monitor and analyze the data. Keywords: Digital, hospitality, industry, marketing

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