Literatur Review: Perbandingan Strategi Promosi antara Hotel Berbintang dan Non-Berbintang

Abstract

This research aims to analyze and compare the promotional strategies between starred and non-starred hotels based on recent literature reviews. The study employed a literature review method by analyzing ten relevant national and international journal articles related to hotel marketing and promotion. The results indicate that starred hotels tend to apply promotional strategies focused on strengthening brand image, service differentiation, and utilizing integrated digital technologies such as professional websites, social media, and influencer marketing campaigns. In contrast, non-starred hotels emphasize price-based promotions, accessibility, and the use of social media and Online Travel Agencies (OTAs) as their primary promotional channels. Although differences exist in scale and approach, both types of hotels demonstrate adaptability to modern digital marketing trends. Therefore, the findings of this study are expected to serve as a reference for developing effective and efficient promotional strategies that align with each hotel's characteristics.