Promotion of Sharia-Compliant Hotels Through Digital Media: A Halal Marketing Approach

This study explores the strategic use of digital media in promoting Sharia-compliant hotels, focusing on Cinnamon and Narapati Syariah Hotels in Bandung, Indonesia. With the rise of halal tourism and increasing demand for Sharia-compliant accommodations, this research examines how digital platforms—specifically Instagram, Facebook, TikTok, WhatsApp, and tour and travel marketplaces—are utilized to strengthen Islamic brand identity and enhance public awareness. Using a qualitative case study approach, data were collected through in-depth interviews, observations, and content analysis of social media and digital promotional materials. The findings reveal that both hotels have established dedicated teams to manage promotional content in alignment with Sharia principles. All content is reviewed to ensure compliance with Islamic ethics, and collaborations with selected influencers are strategically curated to maintain brand integrity. The study highlights the importance of ethical digital marketing practices grounded in Islamic values and offers a replicable model for other Sharia-compliant hospitality businesses aiming to connect with modern consumers through digital platforms. The research contributes to the growing discourse on halal marketing and digital transformation in Islamic economic practices.