Perumusan Strategi Bersaing pada Grand Malabar Hotel

The industry 4.0 revolution era, the hotel competitive rivalry competition, and covid-19 pandemic are challenges for every to compete, especially hospitality industry. Faced with this situation, a strategy is needed in winning competition. This study aimed formulate at Grand Malabar Hotel midst of fierce competition Bandung uses primary secondary data collected through observation, questionnaires, interviews, literature studies related journals. combaines quantitative qualitative approaches same time optain optimal results. Importance-Performance Analysis (IPA) Blue Ocean Strategy (BOS) used as methods study. result shows that currently entering into red ocean. There 13 factors analyzed, 3 which must be eliminated, 1 factor subtracted, 7 increased. nnovation has been made by creating 6 factors, including: (1) cooperation travel agents, (2) website, (3) information on tourist attractions, (4) utilization IoT, (5) self service check-in kiosks, (6) rooftop cafe. formulation tested commercially feasible implemented Hotel.
 Keywords: ocean (BOS), strategy, hotel, importance-performance analysis (IPA), value innovation.