Strategi Mempertahankan Loyalitas Tamu untuk Meningkatkan Revenue Hotel

ABSTRACT
The growth of hotels and rising guest expectations have intensified competition in the hospitality industry. This study aims to analyze strategies for maintaining guest loyalty as an effort to increase revenue at Hotel X. A descriptive qualitative method with a case study approach was employed, using interview data and documentation of KPIs and revenue from 2023–2024. The results show that guest loyalty—especially from corporate and embassy segments—contributes significantly to revenue stability. Revenue decline in several months of 2024 was influenced by the loss of strategic leads and internal challenges, such as a shortage of sales personnel. Although the hotel is part of an international chain, the absence of a formal membership program remains a competitive weakness. SWOT, TOWS, IFAS, EFAS, and IE Matrix analyses place the hotel in Quadrant I, indicating a recommendation for aggressive growth strategies. Therefore, developing a structured loyalty program, improving service quality, and strengthening personal approaches to government guests are crucial. The study also recommends implementing digital strategies, product bundling, and integrated marketing communication to support long-term revenue growth.
Keywords: Guest loyalty, hotel revenue, growth strategy, government segment, membership program.

ABSTRAK
Pertumbuhan jumlah hotel dan meningkatnya ekspektasi tamu menciptakan persaingan yang ketat dalam industri perhotelan. Penelitian ini bertujuan untuk menyusun strategi mempertahankan loyalitas tamu sebagai upaya peningkatan revenue di Hotel X. Metode yang digunakan ialah kualitatif deskriptif dengan pendekatan studi kasus, menggunakan data wawancara dan dokumentasi KPI dan revenue tahun 2023–2024. Hasil menunjukkan bahwa loyalitas tamu, terutama dari segmen korporat dan kedutaan, berkontribusi signifikan terhadap stabilitas pendapatan. Penurunan revenue pada beberapa bulan tahun 2024 dipengaruhi perpindahan leads strategis dan tantangan internal seperti kekurangan tenaga penjualan. Meskipun bagian dari jaringan internasional, belum adanya program membership formal menjadi kelemahan kompetitif. Analisis SWOT, TOWS, IFAS, EFAS, dan Matriks IE menempatkan hotel pada Kuadran I, yang mendorong strategi pertumbuhan agresif. Karena itu, pengembangan program loyalitas, peningkatan layanan, serta pendekatan personal terhadap tamu government perlu diperkuat. Penelitian ini juga merekomendasikan strategi digital, bundling produk, dan komunikasi terpadu untuk mendukung peningkatan revenue jangka panjang.
Kata kunci: Loyalitas tamu, revenue hotel, strategi pertumbuhan, segmentasi government, program membership.