Located a 35-minute’ drive from Sultan Mahmud Badaruddin II International Airport, ibis Palembang Sanggar is surrounded by various tourist destinations including The Grand Masjid Agung Sultan Mahmud Badaruddin which is a 10-minute walk away. The hotel offers an inviting atmosphere for both business and leisure guests with its innovative design and open spaces. Ibis Palembang Sanggar, Accor’s first ibis property in Palembang, has opened its doors in Indonesia’s South Sumatra province. Results showed that the marketing strategy used hotels owned by the South Sumatra regional government was still simple, so it required experiential marketing strategies to increase the number of occupants, and from the experiential marketing model showed that brand image affected customer satisfaction and experiential marketing affected the value of experience, where customer satisfaction and the value of experience had influences customer loyalty.Above: Exterior of ibis Palembang Sanggar
Survey method by distributing questionnaires to hotel customers owned by regional government of the South Sumatra Province. This study was to design experiential marketing strategies and experiential marketing models that were suitable for marketing hotels owned by regional government of the South Sumatra Province so that they could compete with other hotels in South Sumatra. Research stage was divided into 3 phases, that was: analyzing the marketing strategies that had been carried out so far, designing experiential marketing strategies and designing experiential marketing models for hotels owned by the South Sumatra regional government.
This study was designing an experiential marketing strategy for hotels owned by the South Sumatra regional government and designing an experiential marketing model for hotels owned by the South Sumatra regional government. Purpose of this study was to analyze hotel marketing strategies carried out by hotel owned by the South Sumatra regional government.
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