The Corona virus pandemic made restaurant and hotel entrepreneurs scream. Hotel occupancy was in the range of 31.65 percent in November 2020.
The main chairman of the Indonesian Hotel and Restaurant Association (PHRI), Hariyadi Sukamdani, said that last year, to be precise in October, the occupancy of several destinations had increased to 54.25 percent. However, this situation did not last long.
“During the long weekend in October, some destinations increased by 54.25 percent. But once the long weekend was finished, it immediately dropped and tourism was always accused of being a new cluster,” said Hariyadi, Thursday (29/1/2021) at the 2021 MGN Summit, Wonderful Indonesia, Reviving The Tourism Industry.
“This is one of the sad stories of tourism. After the long weekend, we will definitely be accused of making Corona cases rise,” he added.
Hotel Occupancy in Bali is Very Low
Hotels in Bali, which are usually full, now have a very low occupancy, reaching single digits. “Bali is now in single digits,” said Hariyadi
“So now only 10% of the approximately 160 thousand rooms there are still active,” he added.
The cause of the decline in market demand is the regulation of restrictions on community activities. There are concerns that the spread of COVID plus travel costs are currently increasing.
“(This) certainly reduces people’s purchasing power and changes in people’s behavior, where all the meetings are currently virtual. So, hotels with ballrooms are now a hassle because people all do virtual, which results in a decrease in our demand,” said Hariyadi.
Thus, it is difficult for PHRI to make predictions of occupancy growth in 2021. When facing this difficult situation, there have been many sudden changes in cooperation.
“So, the traveler’s distrust in making plans that were planned in advance has been canceled a lot,” said Hariyadi.
PHRI Strategy in Difficult Years
Even though it is difficult, PHRI has formulated a marketing strategy that is carried out this year. First, they collaborated with airlines and Inaca.
“In this case, what has gone a long way is with Air Asia, which is making hotel bundling programs and airplane tickets with the concept dynamic package. So the hotel room inventory concept is in the hands of hotelier friends, “he said.
Next is cooperation with tourism business actors in making tourism programs in each destination. In addition, it also collaborates with online travel agents to process big data to sharpen marketing strategies with clear targets.
“Then what we also need to anticipate is the decline in low occupancy. With this cooperation, we can push for occupancy to be maintained,” added Hariyadi.
Currently, labor absorption is not optimal because demand is still very low and employee multitasking is urgently needed. In addition, hotels whose businesses depend on meetings, incentives, conferences and exhibitions (MICE) will face tough challenges.
Watch Video “There is a Rapid Antigen Policy, Hotel Occupancy Has Dropped Drastically“
(elk / ddn)