Positioning, Differentiation and Branding Strategies on Occupancy Rates of Grand Rohan Jogja Hotel

Abstract

T This research aims to analyze the influence of positioning, differentiation and brandingstrategies on occupancy levels at the Grand Rohan Jogja Hotel. In the midst of intensecompetition in the hotel industry in Yogyakarta, hotels need to develop strong marketingstrategies to attract the right market segments and maintain guest loyalty. This researchuses quantitative methods, with a descriptive and verification research approach. Theanalysis technique used includes SWOT analysis to measure the relationship betweenstrategy variables and occupancy levels. The research results show that the Grand RohanHotel's positioning strategy, which emphasizes the image of a star hotel with premiumservices in strategic locations near business and tourist centers, has a significant impacton occupancy levels. Apart from that, the differentiation carried out by the hotel, suchas services with a sharia concept, as well as architectural design that combines traditionaland modern elements, are also key factors in differentiating the Grand Rohan Hotel fromother competitors. Consistent branding, both through digital marketing and word ofmouth from previous guests, has succeeded in increasing the hotel's positive image inthe eyes of customers, which has contributed significantly to increasing occupancy rates.This research concludes that a positioning strategy that targets specific market segments,combined with service differentiation and strong branding, is able to create significantadded value for the Grand Rohan Hotel. The recommendations provided includeoptimizing digital marketing, expanding collaboration with online booking platforms, andstrengthening guest loyalty programs to maintain stable and increasing occupancy rates.