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Abstract
The growth of Indonesian tourism has had various positive impacts, such as being able to stimulate the growth of its supporting industries. As a supporting instrument, the presence of hotels is important for tourism. Good strategies are necessary to achieve business sustainability. Companies can achieve their goals by implementing a marketing mix. The marketing mix consists of several instruments, such as product, price, place, promotion, people, process, and physical evidence (7P). Preparing and adopting technology can also help create an ecosystem. You can use digital tools such as a website, social media, a marketplace, or an online travel agent (OTA). We conducted this research to assess the efforts of front desk agents (FDAs) in boosting hotel product sales to OTAs from a marketing mix perspective. This research employed a qualitative descriptive research design and a case study approach. The division (FDA) of the Crystal Lotus Hotel Yogyakarta serves as the research object. We selected two FDA staff members and one e-commerce staff member as informants. We combine interview activities with marketing mix instruments to achieve research objectives. We used the Miles Huberman method and triangulation in the data analysis and validation stages. FDA staff has implemented the 7P marketing mix, according to the research results. Using OTA is a way to provide a balance between online and offline marketing. In response to these developments, management must prioritize these instruments as an integral part of their evaluation strategy.