Penerapan Kebijakan Harga Untuk Meningkatkan Tingkat Hunian Pada Grand Mercure Malang Mirama

This study aims to analyze the implementation of pricing policy in an effort to increase the occupancy rate at Grand Mercure Malang Mirama. The rapid growth of hotels has led to intense competition in the hospitality industry in Malang, highlighting the importance of appropriate pricing strategies to maximize occupancy rates. In this research, the researcher employs the CIPP (Context, Input,Process, Product) evaluation model and SWOT (Strengths, Weaknesses,Opportunities, Threats) analysis in implementing the pricing policy. The informants in this study are Rendy Eka Ramadhan as Revenue Manager, R. Indra Soelistyo as
Reservation Manager, and Dion as Assistant Director of Sales. Data collection methods and tools used include observation and interviews. The data analysis methods applied involve data collection, SWOT (Strengths, Weaknesses,Opportunities, Threats) analysis, and CIPP (Context, Input, Process, Product) evaluation.
The results of this study indicate that pricing policies, including special offers and discounts, can enhance the hotel's appeal to specific market segments.Furthermore, the pricing strategy at Grand Mercure Malang Mirama must continue to be optimized by considering market dynamics and guest needs to maintain and
improve competitiveness in the hospitality industry.