Integration of Marketing Strategies in the Sale of Rooms and Facilities at Hotel Tjokro Style Yogyakarta

Abstract

This study aims to map the marketing strategies implemented by Hotel Tjokro Style Yogyakarta, explain their contribution to room and facility sales, and formulate directions for improvement that can be evaluated using measurable indicators. The research was designed as a descriptive case study employing a qualitative approach. Data were gathered through interviews with the General Manager and Sales & Marketing personnel, field observations conducted from July 1 to December 31, 2025, a review of documentation, and a supporting survey involving 27 guests. The analysis involved data sorting, theme development, cross-referencing of sources, and the formulation of conclusions. The study identified six key approaches: personal touch, group volume, sales visits, telemarketing, partnerships with Online Travel Agents (OTAs), and participation in "table top" events. Implementation was reinforced through bundling packages, reactivating "sleeping accounts," developing new accounts, digital promotions, and loyalty programs. The supporting survey revealed that 55.6% of respondents learned about the hotel through friends, while 37.0% booked via OTAs. All respondents rated the reservation response as good and prompt; 96.3% rated the management service as excellent, and 92.6% expressed an interest in booking again. These results demonstrate that a blend of relationship-based marketing and digital channels helps the hotel reach the market, manage reservation opportunities, cross-sell facilities, and maintain its reputation. However, the available evidence is insufficient to determine causal impacts or the profitability of specific channels. Consequently, the hotel requires a dashboard that links marketing activities with prospects, bookings, revenue, costs, and repeat transactions.