Digital Marketing Strategies for Hotels in Medan: Facing the Economic Challenges of 2025

The hospitality industry in Medan, Indonesia, faces significant challenges due to economic uncertainty, fluctuating consumer behavior, and increasing competition. This study examines the impact of digital marketing strategies on hotel performance, with a particular focus on Hotel Aryaduta Medan. The research investigates how digital tools such as social media, search engine optimization (SEO), online booking platforms, and pay-per-click (PPC) advertising influence hotel occupancy rates and revenue. The findings reveal that digital marketing strategies significantly enhance both occupancy rates and revenue, with social media and online booking applications having the most pronounced effects. SEO also plays a crucial role in improving the hotel’s visibility. Furthermore, PPC advertising proves to be an effective tool for attracting targeted customers, leading to higher conversion rates. This study underscores the importance of adopting digital marketing to overcome economic challenges and recommends that hotels continue to innovate their marketing strategies to remain competitive and achieve sustainable growth.