Strategi Bauran Pemasaran Online Travel Agent Stay In Bali di Platform Online Airbnb

Abstract

Tourism is an important sector in the Indonesian economy, with Bali being a prominent tourist destination. Online travel agents (OTAs) are widely used platforms for booking tourism accommodations. Stay in Bali, an OTA startup in Indonesia, sells accommodations through various online distribution channels, including Airbnb. However, the company has faced challenges in achieving its revenue targets. This research aims to analyze the marketing strategies employed by Stay in Bali and formulate alternative marketing strategies to increase sales on the Airbnb platform. In this study, a SWOT analysis is conducted on Stay in Bali's marketing strategies based on interviews using the marketing mix theory with internal and external sources. The results of the SWOT analysis and the internal-external factors are used to formulate alternative strategies. The findings of this research indicate that Stay in Bali has significant strengths such as a diverse product range, a large number of products, additional services, competitive pricing, a good reputation on Airbnb, and friendly customer service. However, the company also has some weaknesses and faces threats from competitors. Based on the analysis, several alternative strategies are recommended, such as partnering with more accommodation and property brands, creating bundled packages with tourism activities, and leveraging competitor price analysis. Overall, Stay in Bali, as an OTA, has the potential to further develop by leveraging internal strengths, addressing weaknesses, and capitalizing on market opportunities. In facing competition and threats, the company needs to adopt aggressive and proactive strategies to strengthen their position on the Airbnb platform.