PENTINGNYA BRAND AWARENESS DALAM MENJAGA LOYALITAS CUSTOMER PADA HOTEL GRAND MERCURE MALANG MIRAMA

Brand awareness of Accor as an international hotel chain has been proven to have a significant influence on customer loyalty at the Grand Mercure Malang Mirama Hotel. High brand awareness creates trust in the quality of service, staff professionalism, and consistency of service standards carried out by Accor. The Accor Live Limitless (ALL) loyalty program is one of the ways to strengthen customer emotional attachment through various exclusive benefits and personal services provided. Differences in booking methods also affect the level of loyalty, where this occurs in customers who use official channels such as the Accor application or website. This shows stronger loyalty compared to users of third-party platforms. The hotel's strategy in strengthening brand awareness is implemented through strengthening visual identity, aligning international standards, loyalty education, and utilizing digital and social media. These findings confirm that brand awareness plays a major role in building long-term relationships with customers and maintaining their loyalty to the Grand Mercure Malang Mirama.