Eastparc Hotel Marketing Communication Strategy for Increasing Occupancy During the Pandemic in 2021

The impact of the COVID-19 pandemic on hotel performance is a decrease in occupancy rates. One of them is the drastic decline experienced by the Eastparc Hotel Yogyakarta. In this case, good marketing communication is needed to revitalize the hospitality industry. This study aims to find out and describe the marketing communication strategies carried out by Eastparc Hotel to increase occupancy during the pandemic. This research uses a qualitative approach with a case study research type. Validity testing was carried out using the data triangulation method. Data analysis techniques include data reduction, data presentation, and conclusion drawing. It was found that in the marketing communication carried out by Eastparc Hotel Yogyakarta in the form of advertising, namely advertising with social media such as Instagram, Facebook, the hotel's website, and TikTok, sales promotion was carried out, namely in the form of sales promotions by giving discounts or discounts on room sales of up to 45%. Optimizing sales at online travel agencies involves working with travel agencies such as Traveloka, Tiket.com, and Trip.com.