Marketing communication strategy of por aqui stay & dine Hotel Yogyakarta to increase consumer number in 2024

The lifestyle of tourists who enjoy visiting can influence business growth in Yogyakarta. The numerous hotels in Yogyakarta can create market competition. This market competition is also experienced by Por Aqui Stay & Dine, which is a hotel that combines the concept of Mexican bohemian and nature. Because of the increasing number of businesses in the hospitality industry, appropriate marketing communication strategies are needed to increase the number of consumers. This research aims to identify the marketing communication strategies implemented by Por Aqui Stay & Dine hotel to increase consumers in 2024. The research methodology uses qualitative descriptive research. This study employs data collection techniques through interviews and literature review. This research uses promotional mix analysis and STP. The results show that Por Aqui Stay & Dine implements a strategy that focuses more on promotional activities, but the hotel also strives to maximize the quality of its products, facilities, prices, and services to meet customer needs. The marketing promotion activities carried out by advertising at Por Aqui Stay & Dine include internet media (social media), public relations (collaborating with mass media and curated local tenants), and direct marketing such as through phone calls and brochures. This is done so that the hotel does not fall behind its competitors.