IMPLEMENTATION OF MARKETING COMMUNICATION STRATEGIES IN INCREASING GUEST VISITS AT NOVOTEL SAMATOR SURABAYA TIMUR

This research aims to determine the marketing communication strategies used by the Novotel Samator Hotel to increase guest visits and how to implement marketing communications used in marketing activities. The phenomenon of hotel growth is increasingly rapid, which results in increasingly high competition, therefore marketing communication strategies play the most important role in realizing the success of a hotel. In this research, researchers used descriptive qualitative research, this research focused on how marketing communication strategies increase guest visits at Novotel Samator. The informants for the research were Mr Ricky as HoD Sales & Marketing Department, Mrs Joanna as SPV Marketing Communication, Graphic Design and Guests/Consumers. Data collection techniques use interviews, observation and documentation. The data analysis method used is data reduction, data presentation and drawing conclusions.
The results of research on the marketing communication strategy carried out by Novotel Samator in increasing guest visits have been quite effective through several planning stages. Then implement the Novotel Samator marketing communication strategy by utilizing several 4P marketing communication elements, namely product, price, place and promotion which includes advertising, sales promotion, public relations, direct marketing and direct sales (personal selling). With marketing communication activities, Novotel Samator is able to survive by occupying a top of mind position in the minds of the public and having a good quality perception, thereby creating brand equity. By creating a marketing communication strategy so that Novotel Samator becomes increasingly known to a wider audience and provides large profits for the hotel.