Five-Star Hotel Branding Strategy in Banten Province Due to The Covid-19 Pandemic

Rizal Syaifudin, Deris Desmawan, Sugeng Seyadi

ICOBEST 2021 - Digitalization and Opportunities in The Tough Time - ISBN 978-623-95562-1-1

Abstract

This study aimed at examining how the strategy of five-star hotels in Banten Province can maintain its branding due to the Covid-19 pandemic. The Covid-19 pandemic has led to a decrease towards the number of room occupancy rates and average length of staying for majority of guests. Besides, this study used a SWOT analysis to find out various internal and external factors which could affect the hotel condition during the Covid-19 pandemic. Acoording to the SWOT analysis results, the results of weighting and ranking, the Internal Strategic Factors Analysis Summary (IFAS) value was 0.23, and the External Strategic Factors Analysis Summary (EFAS) value was -1.00. Regarding the results of the IFAS and EFAS calculations, it showed that the recommended grand strategy was a defensive strategy in the form of a rebranding strategy. Hence, this research concludes the rebranding strategy form could be in the form of making announcements to the public such as staying at hotels is safe, and hotels always apply strict health protocols, implement "pay now stay latter" by selling staying vouchers to prospective visitors with a pay-now system, staying later as well as making special long stay packages for foreigners who will return to their countries, but they are hampered by the lock down policy or restrictions on large-scale community activities. As a result, there will not provide public transportation in the country or abroad. Therefore, the hotels still can survive and get income during the pandemic.

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