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Analysis of Room Promotion Activities at Kambaniru Beach Hotel & Resort, East Sumba Hospitality Program, Tourism Department, Polytechnic State Kupang, Kupang, Indonesia Abstract This research aims to evaluate the impact of room promotions at Kambaniru Beach Hotel & Resort, East Sumba, on increasing competitiveness and occupancy rates. Using a qualitative approach and case study method, the research focuses on five promotion elements: advertising, sales promotion, public relations, direct marketing, and digital marketing. Data was collected through observation, in-depth interviews, literature reviews, and documentation analysis, then analyzed using data reduction, presentation, and conclusion drawing methods, with validation through triangulation. The research results show that the use of social media and digital platforms for promotions successfully attracts millennial customers, while sales promotions and public relations have a smaller impact. The main findings reveal that the most effective promotion strategies are bundled package offers and seasonal discounts, which significantly increase occupancy rates. However, seasonal fluctuations, budget limitations, and lack of staff training in digital tools are the main challenges. Based on these findings, practical implications include the need to enhance digital promotions, refine advertising messages, and regularly assess service quality. Concrete recommendations include implementing Customer Relationship Management (CRM) systems, collaborating with influencers to expand market reach, and creating unique product offerings during off-peak seasons to maintain occupancy stability. This research concludes that integrated and diverse promotion strategies are crucial for consistently increasing hotel occupancy and revenue, as well as strengthening marketing strategies in the competitive hospitality industry. Keywords: Implementation, Room Promotion, Hospitality Industry Topic: Sustainable development |
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