Abstract
Purpose: This study aims to enhance knowledge and improvement in online digital marketing, especially to increase domestic customers at 5-star luxury hotels in Nusa Dua, Bali, Indonesia.
 Research methods: Qualitative descriptive analysis technique is used to explain the development of digital marketing function towards tourism business. The object study is 5-star luxury hotels in Nusa Dua.
 Findings: Instagram performance during travel restriction and review in 4Ps marketing mix; product, price, place, and promotion. A strategy to increase and promote activities to meet customer needs in various occasion. 
 Implication: Instagram has significant role in selling and promoting every brand of 5-star luxury hotels in Nusa Dua and its significant improvement following the updated technology progress and customer demand.
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