Public Relations Strategy of Hotel Budget in Surabaya in Building Brand Loyalty

Abstract

Purpose: This study aims to determine the efforts made by budget hotel public relations in competing in the hotel industry. The number of budget hotels is increasing.

Result:  Based on the research results, it can be concluded that: most of the public relations strategies in creating brand loyalty for budget hotels in Surabaya have been carried out by internal parties properly but have not been optimal because budget hotels in Surabaya still lack in conducting reviews related to facilities outside the room, for example, ballrooms, or parking lots, meeting places, and others that support multi-functional activities;

Originality: The process of public relations activities in creating brand loyalty for budget hotels in Surabaya is still focused on room facilities and the services offered, while the budget is not explained in detail. As such, it confuses prospective hotel service users. Budget hotel users in Surabaya are included in the satisfied buyer level, indicating that the budget hotel brands have been well recognized by the customers, although the results are quite satisfying but have not met the expectations of the hotels' public relations in Surabaya.

Implication: Thus, it is still necessary to develop a public relations strategy to move customers to the committed buyer level, in which customers are loyal and will always return to stay at the hotels offered on the Traveloka website.

Keywords: communications strategy, increase, budget hotel