Digital Marketing Strategies for attract Millenial Travelers to Hotel Santika Premiere ICE BSD City
Abstract
This study analyzes digital marketing strategies for attract millennial travelers (aged 25–40) to Hotel Santika Premiere ICE BSD City, based on trends for 2024–2025. The background is rooted in the dominance of millennials in the domestic travelers market (72% rely on digital recommendations) and the urgency of digital transformation post-pandemic. A descriptive qualitative method through case study was employed, with data collection techniques including in-depth interviews (5 informants: marketing manager, social media staff, millennial guests), participatory observation, and document analysis.
The research findings indicate that the MySantika app is the key driver behind a 30% increase in direct bookings, with three critical features: Exclusive Discounts (25% interest vs. OTAs), leveraged through Ramadan promotions (10% discount & free breakfast), Digital Check-in/out (15% guest satisfaction), saving 5 minutes of waiting time through OTP verification and PMS integration, and Personalized Recommendations based on machine learning (20% conversion rate), tailored to room preferences and nearby activities. Supporting strategies include Instagram visual content optimization (Reels/Stories with 40% engagement), Collaboration with local influencers (live session Santai Sore Ramadhan), integration of digital payment methods (OVO / QRIS / PayLater). The main challenges are the limited features of MySantika for the international market and dependence on internet connectivity. Recommended solutions include expanding the global loyalty program and developing an offline mode feature. The research conclusion emphasizes that the combination of mobile apps, interactive content, and personalization is an effective strategy to reach millennials. The practical implication encourages continuous technology-based innovation to sustain growth in the digital era.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
Please find the rights and licenses in Majalah Ilmiah Bijak By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
- License
The commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 4.0 International License.
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
Majalah Ilmiah Bijak spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Majalah Ilmiah Bijak permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Majalah Ilmiah Bijak on distributing works in the journal and other media of publications.
4. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Jurnal Bijak will not be held liable for anything that may arise due to the author(s) internal dispute. Majalah Ilmiah Bijak will only communicate with the corresponding author.
5. Miscellaneous
Majalah Ilmiah Bijak will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Jurnal Bijak editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement"prior to the article publication.
1.png)
