Room Sales Research Articles

Marketing Mix Implementation to Increase Meeting Room Sales at The Jayakarta Lombok Beach Resort & Spa

Purpose: This research aims to determine the implementation of the marketing to the sales of meeting room in The Jayakarta Lombok Beach Resort & Spa. The problem outlined in this research is what strategy to do by the sales & marketing in increasing meeting room sales at The Jayakarta Lombok Beach Resort & Spa.
 Research methods: This research was conducted on the sales & marketing parties that is sales & marketing managers and sales executives at The Jayakarta Lombok Beach Resort & Spa. Analysis of the data used a qualitative descriptive analysis that elaborates information from the interviews and links with theories that support the discussion related to the marketing mix conducted by The Jayakarta Lombok Beach Resort & Spa.
 Results and discussion: The results obtained are the marketing mix strategy carried out at The Jayakarta Lombok Beach Resort & Spa, especially in the meeting section, which is quite good, but has a lack of promotion. The strategy implemented to increase sales are also quite effective.
 Implication: The development that can be done is to increase online and offline promotions and also keep communication between the sales team and consumers.
 
 Keywords: hotel, room sales, meeting room, marketing mix.

Revenue managers in hotels: Is revenue focus enough?

In hotels, there is often a manager figure whose task is focused on the future determination of sales prices and quantities of services sold. This article will focus only on the revenue manager related to room sales. In the following pages, we will point out how advanced quantitative tools that allow the determination of the values mentioned above are not always sufficient to guarantee the hotel structure and optimal performance. The need for forecasting to be replaced by the programming of sales values and the need to interpret such data contextually with the company's costs represent two necessary steps for the values provided by the Revenue Manager to help draw up the company's budget. In the absence of these elements, the data resulting from the Revenue Manager's action may be erroneous, misleading and, therefore, dangerous for hotel management.

Cue congruence effects of attribute performance and hosts’ service quality attributes on room sales on peer-to-peer accommodation platforms

PurposeThis study aims to explore how attribute performance and hosts’ service quality attributes affect room sales on peer-to-peer (P2P) platforms from the cue congruence perspective.Design/methodology/approachMore than 9.53 million reviews concerning 258,473 listings located in 35 major cities worldwide were collected from Airbnb. Data was collected from December 2019 to December 2020 and was analysed using a generalised linear model.FindingsResults show that when attribute performance and hosts’ service quality attributes give positive signals, Airbnb room sales are significantly higher than when the two kinds of cues give inconsistent or negative signals; when attribute performance gives positive signals and hosts’ service quality attributes give negative signals, room sales are higher than when the former gives negative signals and the latter give positive signals; surprisingly, when both kinds of cues give negative signals, room sales are higher than when attribute performance gives positive signals and hosts’ service quality attributes give negative signals.Research limitations/implicationsThis paper adds useful insights on understanding of cue congruence (incongruence) effect on room sales of P2P accommodation platforms. This study has practical implications for hosts, online platform managers and guests regarding how to use online strategies and promotions on the Airbnb platform.Originality/valueThis study is an early attempt to explore how the combination of attribute performance and hosts’ service quality attributes affects Airbnb room sales under the conditions of consistency and inconsistency.

Analysis Of Reservation Resources To Increase Room Sales At Kayumanis Jimbaran Private Estate & Spa

Analysis Of Reservation Resources To Increase Room Sales At Kayumanis Jimbaran Private Estate & Spa

Promotion Mix Implementation In Accommodation Businesses In The Pandemic Time Covid-19


 The covid 19 outbreak is not only detrimental in health, but also has an impact on the community's economic sector. Tourism and hospitality are the sector that feels the most impact. They lost domestic tourists, as well as foreign tourists. The accommodation businesses were the ones that experienced the most revenue declines, even 40,000 hotel room cancellations occurred with a total loss of Rp. 1 trillion. Hotel occupancy rates will continue to erode along with the enactment of social restrictions. The hotels work hard in designing the right strategy to adapt to the current conditions, so as to increase the volume of room sales. Marketing management is a strategy for selecting target markets and gaining, retaining and growing customers by creating, delivering and communicating superior customer value. Promotional are one part of the marketing mix that is used to introduce and inform potential guests or consumers about the products and services offered. Implementation can be done in the promotion mix through broadcasting, sales promotion, personal selling, public relations and direct marketing. This study aims to determine the effectiveness of the implementation of the promotion mix on accommodation businesses during the covid 19 pandemic. The research method used is a descriptive research method with a quantitative approach. The population are tourists who visit V Hotel & Residence Bandung whilea non-probability random sampling technique used in this study with total sample of 110 respondents. SPSS was used to analyze the questionnaire data. The results showed that advertising as an effective marketing mix was implemented in accommodation businesses during the covid 19 pandemic. Advertising using electronic media and the internet had an impact of 59.6%. Promotional mix through the internet using social media would be best to avoid a promotional mix that uses too large a fee.

Digital marketing strategy through mobile application to increase room sales At Ibis Styles Bali Legian Hotel

This study aims to identify the market segment of Ibis Styles Bali Legian Hotel and to find out the digital marketing strategy through the mobile application in increasing room sales. This study used descriptive qualitative research methods and used primary data through interviews, observations, documentation and questionnaires. The results showed that the market segments at Ibis Styles Bali Legian were mostly FIT (Free Independence Travelers) from the Distribution and inbound segments, and the majority of tourists from Australia. The digital marketing strategy through the mobile application in increasing room sales were through promotion of products and services for brand awareness, strengthening online reputation and traffic growth, through social media, online banners on the landing page, optimization of SEO, SEM and keywords to facilitate searches/browses, collaborate with influencers and travel bloggers as well as provide extra benefits in transactions made through mobile applications. With this strategy, impacting the reservations via mobile applications is dominating the market segment by 85% of the total market and increase the sales from year to year.

온라인 여행사(Online Travel Agency)를 통한 객실 판매로 인한 특급 호텔 종사자들의 역할스트레스가 자기효능감, 조직몰입에 미치는 영향 연구

The purpose of this study is to verify the relationship between self-efficacy and organizational commitment of role stress caused by the sales of rooms through online travel agencies. In order to test the conceptual model, this study conducted a survey with hotel employees of the three-star, four-star, five-star hotel front desk, room sales, and room reservation departments. A total of 336 valid surveys were analyzed through structural equation modeling. The results are as follows. (1) role stress (role conflict, role ambiguity) negatively affects self efficacy; (2) self efficacy positively affects organizational commitment; (3) role stress (role overload) negatively affects organizational commitment; Ultimately, this study Identifies role stress caused by room sales through online travel agencies and suggests ways to reduce role stress, to increase self efficacy and organizational commitment to hotel employees.

Analysis of the effect of price and quality of service on customer satisfaction RedDoorz Hotel Jakarta

Service quality is one of the most important factors in running a business, because good service quality will increase customer satisfaction and the development of a business. The minimum facilities that are always available at RedDoorz are clean linen, free WiFi, Mineral water, AC, clean toilet, towels, water heater, and 24/7 service. After permanently improving the quality of lodging to meet the main standards of RedDoorz lodging products, RedDoorz is responsible for assisting online and offline room sales. RedDoorz conducts large-scale sales by deploying all corporate sales programs. In a cooperative relationship, RedDoorz guarantees transparency and clear contracts with all innkeepers. The finding is an assessment of whether the tested hypothesis is accepted or rejected. The decision taken is accepted, that actually according to the research above, Service Quality and Price do not affect Visitor Satisfaction with a percentage value that tends to be small in its role using validity tests and simple regression along with classical assumption tests.

Price Sensitivity Measurement: A Yield Management Approach

The purpose of this paper is to investigate and identify the potential revenue losses, at price points determined by price sensitivity measurement, between actual revenue and potential revenue that can be gained, in terms of yield management. A case study was carried out in a 5 star hotel business in Aydın, Turkey. In the study, a questionnaire was conducted to determine price resistance levels, price threshold limits, price sensitivity levels and price perceptions based on the room quality perceptions of the tourists visiting the hotel business. Also, an interview was performed with the accounting manager and the front office manager about the room prices determined. Hotel businesses can determine the optimal price by depending on the quality and value perception of the customers; thus they can use their limited capacity more efficiently so that they can maximize yield. This study showed that the hotel business lost room revenue at all points calculated. The hotel business suffered a potential loss of 35-40% because of the high occupancy rate in July and August. The hotel industry could have room sales revenues much more than the actual room sales revenues, especially if the agency commission expenses can be reduced.

Recovering hotel room sales during the COVID-19 pandemic: lessons from OTA information using the quantile regression approach

ABSTRACT This study aims to explore the relationship between online travel agency (OTA) information and hotel room sales in the pandemic context (e.g. COVID-19), thereby promoting the recovery of hotel room sales. A total of 29,915 hotels from 15 major cities in China are used as samples. To accommodate the long tail distributional characteristics of hotel room sales, quantile regression (QR) is used to conduct the research. Overall findings suggest that the room sales of hotels with shorter operating years, higher quality amenities and services, and better brand image recovered faster during the pandemic. Moreover, the comparison between different types of cities suggests that hotels in tourism-oriented cities recovered faster than those in commerce-oriented ones, and the impacts of review rating of cleanliness and operating years have changed. The major contribution of this study is that the new determinants of room sales are examined, and the quantitative evidence (OTA information) and a novel quantitative method (QR) are introduced into the hotel crisis management framework.

Implementation of upselling as a strategy in increasing room sales by guest relation host at Alila Seminyak Hotel

The purpose of this research is to determine the implementation of upselling as a strategy in increasing room sales at Alila Seminyak hotels and to find out alternative upselling strategies that should be implemented by Guest Relations Hosts in increasing room sales at Alila Seminyak hotels. The analysis technique used is the Sequential Exploratory mixed method design; Internal Factor Summary (IFAS) Matrix, External Factor Analysis Summary (EFAS) Matrix, Internal-External (IE) Matrix, SWOT analysis, and Quantitative Strategic Planning Matrix (QSPM). The analysis result of the IFAS matrix with the main strength is that the Alila Seminyak hotel has ten types of rooms that can support upselling activities to guests and can increase room sales, while the main weakness is the lack of providing special prices for guests who upselling. The analysis result of the EFAS matrix is that the main opportunity is the friendliness of the community, environment, and culture around the Alila Seminyak hotel, while the main threat is the tax policy that applies to tourists who are taken into consideration when wanting to upselling. Based on the results of the IE matrix analysis, the Alila Seminyak hotel is in the position of Growth Strategy (Cell II). The results of the SWOT analysis resulted in nine alternative upselling strategies, where three alternative upselling strategies were prioritized which were calculated by the QSPM matrix with a total TAS 232.64, 225.55, and 216.54.

Contribution of Reservation through Online and Offline Travel Agents to Increase Room Sales Volume at New Kuta Hotel, Pecatu, Bali

Purpose: This study aims to determine the reservation contribution of online and offline travel agent on room sales volume and the implication of the contribution towards New Kuta Hotel, Pecatu, Bali. Research methods: Analytical techniques of this study are classical assumption tests, multiple correlation analysis, multiple linear regression analysis, multiple determination analysis, and hypothesis tests (t-test and F-test) which are tested using SPSS program. Results and discussion: There are positive and significant contributions between Online Travel Agents and Offline Travel Agent to Room Sales Volume. Analysis of multiple determination test shows independent variables simultaneously contribute 99.4% to room sales volume, while 0.06% is influenced by other factors such as walk-in guest, MICE guest, and reservation through telephone. Conclusion: The ups and downs of the contribution of reservations through online and offline travel agents on the sales volume of New Kuta Hotel in the form of ups and downs hotel revenue, employee service charge and management opportunities to renovate the facilities of New Kuta Hotel, Pecatu, Bali.

Exploring a wine farm micro-cluster: A novel business model of diversified ownership

The winery tourism literature has traditionally focused on how to increase tasting room sales or to understand visitors as wine buyers to better promote product sales. It has been found, however, that wine tourists desire more from the wine tourism experience than just the tasting and purchase of wine, resulting in wineries offering additional attractions and experiences to their visitors. This paper uses a case example located in South Africa to examine how one privately owned business has created a highly successful ‘micro-cluster’ of authentic, experiential, and holistically synergistic attractions spread across two of its adjacent wine farms. Using a novel business model combining wholly-owned businesses, partnerships, and tenants paying a percentage of gross revenue, this agritourism venture has become a major tourist destination, attracting more than 400,000 visitors annually. This study demonstrates how ‘micro-clustering’ on wine farms, previously unexplored in the literature, can become a major revenue stream for wineries and their related on-site businesses, while at the same time providing an excellent marketing opportunity for their products. The model may also be applicable to other businesses in rural areas where the creation of micro-clustered attractions can contribute to the economic development and prosperity of a community as a whole.

Marketing Communications Mix Strategy to Improve Room Sales at The Ritz Carlton Jakarta Mega Kuningan

To be able to survive in a continuously growing competitive environment, the right business strategy is needed. Aim of this research is to formulate a set of marketing communication mix strategies to increase room sales and hotel profits for The Ritz-Carlton Jakarta, Mega Kuningan. The methods used in this research are SWOT analysis and IFE-EFE matrix. The findings suggested that the Hotel must hold and maintain strategy whereas it can be elaborated into four aspects 1) horizontal integration strategy by seeking ownership or increased control over competitors; 2) market penetration strategy; by seeking increased market share for present products or services in present markets through greater marketing efforts; 3) market development strategy by introducing present products or services into the new geographic area, and 4) product development strategy; by seeking increased sales through improving present products or services or developing new ones.

The Implementation of Marketing Mix to Increase Room Sales

This research aims to determine the effect of the implementation of the marketing mix consisting of product strategy are, price strategy promotion strategy, place strategy, process strategy, person strategy, and physical evidence strategy for increasing the room sales at a 4-star hotel in Kuta, Badung. To answer the existing problems needed supporting statistics obtained through observation, interviews, and documentation. Based on the result of the implementation of marketing mix strategies, it was obtained significantly an increase in the room sales. The marketing mix factors are; product strategy, by the product strategy hotel management able to increase the room sales in accordance with occurring the guest needed; Price strategy, it’s about strategy to establish the right prices in market segmentation; Promotion strategy, this strategy is consolidating the technical of marketing through promotion by social media, electronics promotions, and any publics publishing; Place strategy consist with classify the distribution channels. People’s strategy, this strategy advise some strategies for developing training that can improve work performance; physical evidence strategy, advise the strategy of revamping the hotel facilities and infrastructure of the hotel.

Technostress in the hospitality workplace: is it an illness requiring accommodation?

论酒店行业中的高新技术紧张症：这是一种需要关怀的病吗？摘要研究目的本论文旨在研究高新技术紧张症以及探索是否需要在美国残疾人法案中提出特殊关怀。此外，本论文还提出一个概念：酒店管理者可能从某种诚度上造成了高新技术紧张症，以及潜在的相关法律责任。最后，本论文向管理者提出建议，如何能够规避法律风险。研究涉及/方法/途径高新技术紧张症属于工作要求和资源理论范畴。其主要是强调过重的技术要求对员工高新技术紧张症的影响。研究结果由于目前未有法律层面上的高新技术紧张症定义，法庭应该参考这样的标准：力保一个相对严谨工作的个体能够保护其合理权益免受不正确对待。研究理论限制/意义 法庭尚未对高新技术紧张症定义为需要特殊关怀的疾病。因此，高新技术紧张症可能不会被列入疾病一行。然而，雇主们应该尽量避免其自身收到相关诉讼。研究实际意义雇主们应该制定政策，降低工作场合的高级技术紧张症，这样才能够规避其严重后果。研究社会意义目前很少有研究工作场合的高新技术紧张症。对于让员工遭受其病症的雇主们将会很快受到诉讼。这将对企业文化营造和企业收入造成严重影响。研究原创性/价值 目前尚未有文章对高新技术紧张症的影响和规避措施做出研究。本论文弥补了这个缺口，尤其是在这个问题尚未陷入严重诉讼影响之前。

The Effect of Subjective and Objective Tasting Sheet Descriptors on Tasting Room Sales in New York State

A larger share of U.S. wineries is increasingly relying on direct-to-consumer sales mediated by tasting room experiences to make wine a more accessible and less intimidating product for consumers. Previous literature has shown that more favorably descriptive and evocative notes on menus and labels are associated with higher sales and product appeal in restaurant or retail settings. This study estimates the impacts of different types of tasting sheet descriptors on wine sales in winery tasting rooms, where the consumer decision-making process differs from the restaurant and retail settings. We find that using tasting sheets with only objective descriptors is associated with higher wine sales, in comparison with sheets that (a) use subjective descriptors only or (b) combine subjective and objective descriptors. This study supplements the current literature on the effects of product descriptions on sales performance. The findings suggest that wine tasting rooms should employ only objective tasting descriptors in their tasting sheets.

Categorizing peer-to-peer review site features and examining their impacts on room sales

ABSTRACTThis study examines the impacts of online review features on hotel Online Room Sales for various types of hotel segments utilizing a dataset that includes 227,378 post-purchase customer review comments for 1,092 hotels. Data were analyzed by conducting three different analyses utilizing the log-log regression model. Findings suggest that overall recommendation scores and hotel attribute information are the two most critical features of online reviews used by consumers in their decision-making process to make their hotel booking decisions. Thus, changes in customer rating scores result in a profound impact on room sales. However, the impact sizes of these review features are not significantly different among different hotel segments, with one exception, the room rate. This study found that the impact size of the room rate is significantly larger for luxury hotels compared to other hotel segments. Managerial implications and contributions of the current study are discussed.

Hotel Food and Beverage Services: Cannibalistic or Complimentary

As there is a gap in the research in evaluating the relationship of hotel room sales with food and beverage (F&B) sales, this study focused on the differences in yearly sales of rooms and F&B revenue in hotels from 2011 to 2013. This study also focuses on the relationships between various hotel measurements (e.g., number of rooms, occupancy, average daily rate) and food and beverage sales in hotels. Ultimately, it addresses trends associated with hotel F&B and traveler demands that would potentially impact revenue. Finally, the study suggests that the relationship between food sales and beverage sales at hotel bars may be that the food typically sold in bars would be geared to increasing thirst. Ultimately, this study identified differences in yearly sales of rooms and food and beverages revenue in hotels. It also revealed relationships between various hotel measurements and identified if certain F&B services might hinder or cannibalize sales in other areas of food and beverage, which the findings suggest it does.

Perception of Guest on Green Practices-A Key Analysis to Promote Marketing in Hotel Sector

Past few decades green hotel have become one among the attributes in the selection of hotels. Guests are more concerned about their stay in a hotel with eco friendly practices. The current study guesstimates the perception of hotel guest towards the eco friendly practices in accommodation operations, and in turn its promotion in room sales in hotel sector. A structured questionnaire with three sections covering the profile of the hotel, demographic constituents of the guest, and questions revealing the perception facts of guest about the eco practices in accommodation operation is used to survey the guest staying in hotels located in and around Chennai. The analysis was performed by descriptive statistics and multivariate analysis of variance in Statistical data analysis tool (SPSS, Version 20.0). On the basis of the results, it was analysed that the guest strongly agree that the procedures and practice at accommodation operation department are oriented towards the eco-practices and suggest the hoteliers to include as a marketing tool in promoting the sales percentage.