ANALISIS STRATEGI MARKETING COMMUNICATION DALAM MENINGKATKAN OKUPANSI DI GRAND MERCURE MALANG MIRAMA

In the hotel industry, marketing communications is an important component in the marketing strategy of a good or service. The type of research used by researchers is descriptive research with a qualitative approach. The data collection techniques used were observation, interviews and documentation. The informants taken for data analysis were assistant marketing communications manager, guest experience manager, revenue executive at Grand Mercure Malang Mirama. Grand Mercure Malang Mirama's marketing strategy is running well because of a plan and marketing support activities which are driven by integrated marketing communication.
The results of this research are about the marketing communication strategy carried out by Grand Mercure Malang Mirama which is quite effective but needs ongoing evaluation. The marketing communication activities carried out by Grand Mercure Malang Mirama are media advertising, public relations, relationship management. customers (Customer Relationship Management), sales promotions (sales promotions), direct sales (personal selling), direct marketing (direct marketing), direct experiences to customers (event & experience). customer relationship management (customer relationship management).
Keywords: marketing strategy, integrated marketing, hotel