ANALISIS STRATEGI OMNI CHANNEL PADA PENINGKATAN PENJUALAN DI HOTEL GRAND MERCURE MALANG MIRAMA

This study investigates the strategic role and implementation of an omni-channel approach in driving sales growth at Hotel Grand Mercure Malang Mirama, an entity operating within the increasingly intense digital competitive landscape of the hospitality sector. Employing a qualitative descriptive approach, this study utilized semi-structured interviews, observations, and documentation as data collection methods. Data analysis was systematically conducted through a comprehensive CIPP (Context, Input, Process, Product) framework, complemented by Miles & Huberman's interactive model for in-depth interpretation, and validated through triangulation. Key findings indicate that the hotel successfully integrates online platforms, including the official Accor website, various Online Travel Agents (OTAs), social media channels, and collaborations with Key Opinion Leaders (KOLs), with robust offline strategies such as event marketing, direct sales, and personalized WhatsApp communication. This comprehensive integration creates a seamless customer experience, supported by consistent pricing strategies (rate parity) and strong loyalty programs (Accor Live Limitless/ALL, Accor Plus). The implementation of this strategy demonstrably resulted in a significant increase in room occupancy and overall sales, evidenced by a 3.07% rise in ALL membership between 2023 and 2024. Online platforms, particularly the Accor website (contributing 55% of bookings) and OTAs (45%), along with offline direct sales for corporate and event segments, were identified as the most impactful channels. The results of this study underscore the critical importance of an integrated and personalized omni-channel strategy in enhancing customer loyalty and strengthening competitive positioning in the contemporary hospitality market. The success of this strategy lies not merely in channel proliferation, but in harmonizing the customer journey across all touchpoints, ultimately building trust and reinforcing customer value.