ANALYSIS OF MARKETING STRATEGY IN INCREASING ROOM OCCUPATION AT GH UNIVERSAL HOTEL BANDUNG DURING THE COVID-19 PANDEMIC

Marketing strategy is an important thing that consists of the marketing mix (7Ps), artificial intelligence, and digital marketing, one which useful for increasing hotel occupancy. The considering Product, Price, Promotion, Place, People, Physical Evidence, Process aspects by following conditions COVID-19 pandemic. One hotels have implemented this GH Universal Hotel Bandung. During pandemic, management Bandung took a based on mix, improving quality products services, setting lower service prices, more intensive promotions, utilizing various types online media platforms, ensure all employees adhere to strict health protocols supervised throughout process. Tactical strategic steps taken increase occupancy intelligence including use automatic hand , sensor-based sinks, sensor, computer-based body temperature checkers, booths spraying disinfectants guests, as well main promotional services support business continuity, in hospitality industry.