Analysis of Digital Optimization Strategy at Al Eiman Royal Hotel Madinah during Pandemic

Zulkifli Zulkifli,Endra Marsudi,Nila Prasetyningsih,Yuni Heriyanti,Redjeki Agoestyowati

doi:10.52728/ijjm.v3i1.355

Abstract

This research aims to analyze digital optimization Al Eiman Royal hotel, to analyze decision-making efforts are to deal with problems that arise during the pandemic. It also to see the digital optimization strategy carried out by hotels in Madinah during the pandemic. Data analysis source by searching, collecting data by conducting observations and interviews and then making conclusions so that they are easy to understand. The interview technique that will be used is a structured interview. The various data obtained are then processed and analyzed using the IFE (Internal Factor Evaluation), EFE (External Factor Evaluation), TOWS Matrix, and IE Matrix to conclude the strategies that have been carried out and inputs that can be used by Al Eiman Royal Hotel as a reference for optimizing the implementation of digital strategies during the pandemic. According to the research result, the IFE and EFE matrix with a total weight of 3.45 for IFE and 2.51 for EFE puts the hotel is in a Growth Stability position with a strategy to keep and maintain the existing market while being able to develop with new types of services also can formulate strategic options for hotel directions using the TOWS matrix.

Highlights

The COVID-19 pandemic is killing almost everything
This research aims to analyze digital optimization Al Eiman Royal hotel, to analyze decisionmaking efforts are to deal with problems that arise during the pandemic
The various data obtained are processed and analyzed using the IFE (Internal Factor Evaluation), EFE (External Factor Evaluation), TOWS Matrix, and IE Matrix to conclude the strategies that have been carried out and inputs that can be used by Al Eiman Royal Hotel as a reference for optimizing the implementation of digital strategies during the pandemic

Summary

Introduction

The COVID-19 pandemic is killing almost everything. has it claimed lives, but COVID-19 has destroyed many businesses in cross-sectoral industries, including the tourism industry. With the pandemic crisis, the tourism industry in many countries has practically collapsed due to cross-country travel restrictions, crowd prevention, and human contact activities avoidance. This crisis has a strong impact, especially on the hotel industry in Saudi Arabia (Bashir et al, 2021; Jiang & Wen, 2020; Orfali et al, 2021). ADR is the number of rooms sold which will become revenue for the hotel In this case ADR is a performance indicator (KPI) of the hospitality industry. While REvPAR (Revenue per available room) is an indicator to measure hotel performance based on the income obtained from all available rooms (sold or not) can be obtained by calculating the total revenue with the total rooms available at the hotel. Occupancy means the number of rooms rented or occupied is calculated based on the comparison of the number of rooms rented with the number of rooms available in a certain period of time (AlFattani et al, 2021; Algaissi et al, 2020)

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