TEROBOSAN PENGELOLAAN HOTEL RIMBUN CANGGU UNTUK DAPAT BERTAHAN DI TENGAH PANDEMI COVID-19

Abstract

Pandemi Covid-19 menyebabkan penurunan signifikan jumlah wisatawan yang berkunjung ke Bali. Hotel Rimbun Canggu juga tak terkecuali terdampak pandemi, sebagai salah satu penyedia akomodasi di daerah Canggu, Kabupaten Badung, Bali. Kegiatan pengabdian kepada masyarakat (abdimas) ini dilakukan untuk memberikan pendampingan bagi manajemen hotel terkait terobosan pemasaran digital untuk dapat tetap bertahan pada masa pandemi. Pendekatan metode kualitatif deskriptif melalui observasi dan wawancara digunakan untuk mendapatkan hasil kegiatan abdimas yang mampu mengidentifikasi terobosan yang dapat diterapkan dalam upaya mempertahankan usaha Hotel Rimbun Canggu. Hotel Rimbun Canggu melaksanakan berbagai terobosan guna re-branding produk dan jasa yang dimiliki untuk menarik repeater maupun new visitors, yakni dengan adanya promo kolam renang, restaurant dan paket staycation. Dengan pendampingan melalui kegiatan abdimas ini, pengelola Hotel Rimbun Canggu mampu mengembangkan strategi pemasaran melalui media sosial yang lebih baik dan efektif. Kegiatan abdimas serupa di masa mendatang dapat mempertimbangkan kerjasama dengan beberapa influencer untuk membantu mitra menjangkau target audien yang lebih luas. Kata kunci: Pariwisata, Strategi, Pemasaran, Covid-19, Media Sosial. ABSTRACT The Covid-19 pandemic has caused a significant decrease in the number of tourists visiting Bali. Hotel Rimbun Canggu is no exception affected by the pandemic, as one of the accommodation providers in the Canggu area, Badung Regency, Bali. This community service activity (abdimas) was carried out to provide assistance to hotel management regarding digital marketing breakthroughs to be able to survive during the pandemic. Descriptive qualitative method approach through observation and interviews was used to obtain the results of community service activities that are able to identify breakthroughs that can be applied in an effort to maintain the business of Rimbun Canggu Hotel. Hotel Rimbun Canggu has carried out various breakthroughs to re-brand its products and services to attract repeaters and new visitors, namely by promoting swimming pools, restaurants and staycation packages. With assistance through this community service activity, the manager of Hotel Rimbun Canggu is able to develop marketing strategies through social media that are better and more effective. Similar community service activities in the future may consider collaborating with several influencers to help partners reach a wider target audience. Keywords: Tourism, Strategy, Marketing, Covid-19, Social Media.