Analisis Peran Program Luxury Escapes Flash dalam Meningkatkan Tingkat Hunian Kamar (Room Occupancy)  di The Balé Nusa Dua

Ni Nyoman Destri Yudiantari; I Made Widiantara; Nyoman Indah Kusuma Dewi

doi:10.55606/srj-yappi.v4i4.2846

Authors

Ni Nyoman Destri Yudiantari Politeknik Negeri Bali
I Made Widiantara Politeknik Negeri Bali
Nyoman Indah Kusuma Dewi Politeknik Negeri Bali

DOI:

https://doi.org/10.55606/srj-yappi.v4i4.2846

Keywords:

Digital Distribution Strategy, Flash Sale, Luxury Escapes, Online Travel Agent (OTA), Room Occupancy, The Balé Nusa Dua

Abstract

The purpose of this study is to evaluate the Luxury Escapes Flash program's initiative as a method of digital distribution to boost room occupancy at The Balé Nusa Dua, as well as recognizing the elements influencing its success. A qualitative exploratory methodology utilizing a case study format was used. Information was gathered via comprehensive interviews, observations, documentation, and analysis of existing literature. The respondents comprised the Assistant Revenue Manager, E-Commerce OTA, and the Reservation Team. The reliability of the data was maintained through source triangulation by aligning interview results with operational documents from the hotel. The results demonstrate that campaign planning, creating value-added packages, managing room allotment, and integrating promotional packages into the hotel reservation system are all part of implementing Luxury Escapes Flash. Due to the booking window and travel period, the program helps increase room occupancy, especially during off-peak times. Its effects are often noticed three to four months after the promotion. Luxury Escapes strong brand reputation, appealing value-added packages, and wide international market reach all contribute to its efficacy; however, the primary obstacles continue to be limited campaign slots, room inventory constraints, competition from other distribution channels, and shifting market conditions. These results show that maximizing Luxury Escapes Flash contribution to room occupancy requires efficient cooperation between the Revenue Department and Reservation Departments.

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