Analysis of MICE (Meeting, Incentive, Convention, and Exhibition) Development as an Effort to Increase Grand Rohan Jogja Hotel Revenue

Abstract

This research aims to analyze the development of MICE (Meeting, Incentive,Convention, and Exhibition) as a strategy to increase the revenue of Grand RohanJogja Hotel in Yogyakarta. MICE is a crucial sector in the hospitality industry,especially in big cities that become centers of business and conference activities.By utilizing MICE potential, Grand Rohan Jogja Hotel is expected to attract moreevent organizers and participants, thereby increasing the hotel's occupancy rateand revenue. The research method used was a mix-method, by conducting asurvey to visitors and event organizers, interviews with hotel management, andsecondary data analysis regarding MICE trends in Yogyakarta. The research resultsshow that Grand Rohan Jogja Hotel has great potential in the MICE sector, butfaces challenges in terms of facilities, marketing strategy, and service. Therecommendations include improving facilities and services to support MICEactivities, developing special service packages, and collaborating with localinstitutions and event organizers to increase the hotel's visibility as a MICEdestination. By implementing the right strategy, Grand Rohan Jogja Hotel isexpected to be able to maximize its MICE potential and experience a significantincrease in revenue. This research provides insight for hotel management andother stakeholders in developing the MICE sector in Yogyakarta.