The Role of Advertising In Hotel Industry Peran Periklanan Dalam Industri Perhotelan

Abstract

General Background: The hospitality industry significantly contributes to the global economy, with hotels playing a crucial role in employment and revenue generation. However, maintaining a stable development and high occupancy rate in an increasingly competitive market remains a challenge. Specific Background: Marketing and advertising are essential tools for sustaining growth in the hotel industry. The rapid shift towards digitalization and changing consumer behaviors post-pandemic necessitate innovative marketing approaches to attract and retain customers. Knowledge Gap: While various studies have explored the role of marketing in hospitality, there is limited research on the effectiveness of emerging strategies such as AI-driven personalization, influencer collaborations, and user-generated content in hotel marketing. Aims: This study analyzes the significance of marketing and advertising in the development of the hotel industry and examines contemporary strategies that drive success in a post-pandemic landscape. Results: The findings highlight that SEO positioning, online advertising, influencer marketing, and AI-driven personalization are key factors in enhancing customer engagement, brand visibility, and revenue optimization. Furthermore, the study underscores the increasing importance of safety-focused marketing, user-generated content, and digital advertising in responding to evolving consumer preferences. Novelty: This research synthesizes existing knowledge while emphasizing the latest digital marketing trends and post-pandemic strategies that have not been widely examined in the context of hotel marketing. Implications: The study suggests that hotel businesses must adopt innovative marketing techniques to remain competitive in a digitalized and consumer-driven market. Given the reliance on secondary data, future research should incorporate primary data sources, such as surveys and case studies of specific hotel chains, to provide a more detailed understanding of marketing effectiveness across different regions and economic contexts.

Highlights:

1. Digital Marketing – SEO, influencers, and AI boost hotel visibility.
2. Post-Pandemic Trends – Safety, UGC, and personalization drive bookings.
3. Future Research – Case studies needed for deeper marketing insights.

Keywords: Hotel industry, marketing strategies, digital advertising, consumer engagement, post-pandemic trends