Jhon's Pardede Iternational Hotel Business Strategy After the Covid 19 Pandemic in Building A Sustainable Business

Abstract

Jhon's Pardede International Hotel decided to resume its business after the Covid 19 pandemic in January 2023. Central Jakarta where this hotel is located is also a densely populated area and is a business center. Covid 19 forced the hotel to close operations in March 2020. The occupancy rate of Jhon's Pardede International Hotel has decreased. The qualitative research approach refers to the ways used to collect, analyze, and interpret data in qualitative research. The research uses in-depth interviews and observations to understand the meanings and experiences associated with the phenomenon. The qualitative research approach used by researchers in the thesis is interview, observation, and documentation. The mission and vision also need to be re-evaluated following the company's goals. The cost leader strategy in cost savings and low pricing and the hotel is in a defensive strategy position, the partnership strategy can be a strong choice for hotels to compete in the industry. Action actions prepared in a business plan can help companies determine step-by-step improvement, schedule, measurable, monitored, and can be evaluated. Jhon's Pardede International Hotel can immediately implement GCG and Develop KPIs. Researchers gave some suggestions on hotels according to the results of Jhon's research Pardede International Hotel can immediately plan investment in Phase 1 Renovation. The goal is to improve the quality of hotel services and customer satisfaction so that hotels can plan for greater profits in the future