Social Media Marketing Strategy for a Leisure Hotel Using Digital Customer Experience Journey Approach: A Study on Innside by Melia Yogyakarta

Innside by Melia Yogyakarta is a 4-star business and leisure hotel owned PT. Saraswanti Indoland Development. In 2018-2019, experienced relatively rapid increase in revenue. However, the Directors of PT Development are still not satisfied with hotel's current performance. To improve performance, target market will be focused on travelers. social media platform Yogyakarta, which attract travelers, also does have good overcome this issue, several analyzes findings conducted. External analysis determined PESTEL Competitor Analysis. Internal VRIO Segmentation, Targeting, Positioning (STP). Then, survey was carried out to find preferences The made based customer experience's digital journey while staying at hotels Yogyakarta. There six stages experience journey: awareness/inspiration stage; research/consideration decision-making preparation in-hotel loyalty advocacy stage. results were processed quantitatively analyzed descriptively. Based results, root problem lies customers' low towards Yogyakarta's media. solution sought using Repositioning New Wave Marketing strategy create horizontal marketing system Each alternative systematically compiled map. then recommendations for content implement formulated strategy.