Integrated marketing communication analysis to increase the FIT Guest segment at Swiss-Belhotel Bogor

The increasingly competitive hospitality industry requires every hotel to attract and retain guests, particularly in the Free Independent Traveler (FIT) segment. FIT guests typically travel independently and tend to be more selective in choosing their accommodation during their trips. Therefore, an integrated and effective marketing communication strategy is essential to attract the interest of FIT guests. Integrated marketing communication (IMC) serves as a crucial approach to delivering consistent and engaging messages across multiple channels to influence the room occupancy rate within the FIT segment. This study employs a quantitative method with a descriptive and verification approach. Data were collected through questionnaires distributed to FIT guests staying at Swiss-Belhotel Bogor and interviews with the hotel’s Sales and Promotion Department. The results indicate that the implementation of integrated marketing communication at Swiss-Belhotel Bogor has a significant impact, with a correlation coefficient of 0.78, showing a strong and significant positive relationship between integrated marketing communication and the arrival rate of FIT guests. This effect was achieved through various well-integrated channels such as digital promotion, advertising, direct sales, and public relations. Therefore, it is recommended that the hotel continue to optimize the implementation of integrated marketing communication, particularly through digital media and responsive, high-quality services, to enhance the attractiveness and loyalty of the FIT guest segment at Swiss-Belhotel Bogor.