Promotion through Social Media

Oct 13, 2025 by wbrum.org 107 views

Hotel Management Strategies: A Comparative Analysis of Hermes Palace and Kyriad Muraya Hotel Aceh in Carrying Out Public Relations Functions

Introduction

The hospitality industry in Banda Aceh has witnessed a significant surge in the number of hotels in recent years. However, the existence of a Public Relations (PR) division in these hotels is still relatively rare. This study aims to explore the PR strategies employed by two prominent hotels in the area, Hermes Palace and Kyriad Muraya Hotel Aceh, and analyze their impact on hotel occupancy. By examining the strengths and weaknesses of each hotel's PR strategy, this research provides valuable insights into the importance of effective PR management in the hospitality industry.

The Importance of Public Relations in Hotel Management

Public Relations plays a vital role in maintaining and increasing hotel occupancy. A well-executed PR strategy can help hotels build strong relationships with customers, create a positive image, and ultimately drive business success. In the context of Hermes Palace and Kyriad Muraya Hotel Aceh, the absence or presence of a PR division has a significant impact on their ability to achieve these goals.

Public Relations Strategy at Hermes Palace Hotel

Hermes Palace Hotel, the only five-star hotel in Banda Aceh without a PR division, has adopted several strategies to implement its PR functions. These include:

Outing Employees: This activity aims to increase cooperation and cohesiveness among employees, fostering a sense of teamwork and camaraderie.
Giving Awards: Recognizing and rewarding employees for their outstanding performance serves as a form of appreciation and motivation, encouraging them to excel in their roles.
Customer Gathering: Holding meetings with customers allows the hotel to listen to their input, build closer relationships, and gather valuable feedback.
Media Gathering: Inviting the media to get to know more about the hotel and its services helps to increase exposure and create a positive image.
Royal Wedding Promotion: Hosting an interesting promotion event for couples getting married creates a unique and memorable experience for customers.
Corporate Social Responsibility (CSR) and Charity: Engaging in social activities that give back to the community demonstrates the hotel's commitment to social responsibility and contributes to its positive image.

The advantage of Hermes Palace's PR strategy lies in its direct access to the General Manager, enabling faster decision-making and innovation. However, the hotel also faces challenges, including the existence of double jobs and miscommunication, which can hinder work effectiveness.

Public Relations Strategy at Kyriad Muraya Hotel

Kyriad Muraya Hotel, the first four-star hotel in the area with an active PR division, has implemented various strategies to carry out its PR functions. These include:

General Staff Meeting: Holding routine meetings with all staff informs them of company policies and strategies, ensuring everyone is aligned and working towards the same goals.
Internal Monthly Study: Conducting evaluations and learning from activities helps to identify areas for improvement and implement changes.
Media Gathering: Similar to Hermes Palace, Kyriad also invites the media to introduce itself and increase exposure.
Promotion through Social Media: Maximizing the use of digital platforms to reach more customers and create a strong online presence.
Corporate Social Responsibility (CSR): Applying a program that has a positive impact on the community demonstrates the hotel's commitment to social responsibility.
Hospitality to Customers: Emphasizing the importance of hospitality in every interaction with guests creates a welcoming and memorable experience.

The advantage of Kyriad's PR implementation lies in its direct access to General Managers and the media, creating a professional atmosphere. However, the hotel's weakness lies in its reliance on individuals, rather than having an organized PR structure.

Conclusion and Impact on Occupancy

From the analysis of the two hotels, it is clear that both PR strategies focus on research, action, communication, and evaluation. Although each hotel has its strengths and weaknesses, the final result shows an increase in occupancy or hotel occupancy rate. By implementing an effective PR strategy, the two hotels have succeeded in creating a better relationship with customers and the community, as well as improving the image of the hotel in the public. This study demonstrates the importance of good management in the field of PR in contributing to business success in the hospitality industry.

Recommendations

Based on the findings of this study, the following recommendations are made:

Hermes Palace Hotel should consider establishing a PR division to provide a more structured approach to PR management.
Kyriad Muraya Hotel should focus on developing an organized PR structure to ensure consistency and effectiveness in its PR efforts.
Both hotels should continue to prioritize customer relationships and community engagement through CSR and charity initiatives.
The use of social media should be maximized to create a strong online presence and reach a wider audience.

By implementing these recommendations, both hotels can further enhance their PR strategies and achieve even greater success in the hospitality industry.
Frequently Asked Questions: Hotel Management Strategies and Public Relations Functions

Q: What is the importance of Public Relations in hotel management?

A: Public Relations plays a vital role in maintaining and increasing hotel occupancy. A well-executed PR strategy can help hotels build strong relationships with customers, create a positive image, and ultimately drive business success.

Q: What are some common Public Relations strategies employed by hotels?

A: Some common PR strategies employed by hotels include:

Outing employees to increase cooperation and cohesiveness among staff
Giving awards to recognize and reward outstanding performance
Customer gathering to listen to input and build closer relationships
Media gathering to increase exposure and create a positive image
Corporate Social Responsibility (CSR) and charity initiatives to demonstrate commitment to social responsibility
Promotion through social media to create a strong online presence

Q: What are the advantages and disadvantages of Hermes Palace's PR strategy?

A: The advantages of Hermes Palace's PR strategy include direct access to the General Manager, enabling faster decision-making and innovation. However, the hotel also faces challenges, including the existence of double jobs and miscommunication, which can hinder work effectiveness.

Q: What are the advantages and disadvantages of Kyriad Muraya Hotel's PR strategy?

A: The advantages of Kyriad's PR implementation include direct access to General Managers and the media, creating a professional atmosphere. However, the hotel's weakness lies in its reliance on individuals, rather than having an organized PR structure.

Q: How can hotels measure the success of their PR strategy?

A: Hotels can measure the success of their PR strategy by tracking key performance indicators (KPIs) such as:

Occupancy rate
Customer satisfaction ratings
Social media engagement
Media coverage
Community engagement

Q: What are some best practices for hotel PR management?

A: Some best practices for hotel PR management include:

Developing a comprehensive PR strategy that aligns with the hotel's overall business goals
Building strong relationships with customers and the community through CSR and charity initiatives
Utilizing social media to create a strong online presence and engage with customers
Providing ongoing training and development for PR staff to ensure they have the skills and knowledge needed to succeed
Continuously evaluating and improving the PR strategy to ensure it remains effective and relevant

Q: How can hotels stay up-to-date with the latest trends and best practices in hotel PR management?

A: Hotels can stay up-to-date with the latest trends and best practices in hotel PR management by:

Attending industry conferences and workshops
Participating in online forums and discussions
Reading industry publications and blogs
Networking with other hotel PR professionals
Continuously evaluating and improving their PR strategy to ensure it remains effective and relevant

Q: What are some common mistakes hotels make when it comes to PR management?

A: Some common mistakes hotels make when it comes to PR management include:

Failing to develop a comprehensive PR strategy that aligns with the hotel's overall business goals
Not building strong relationships with customers and the community
Not utilizing social media effectively
Not providing ongoing training and development for PR staff
Not continuously evaluating and improving the PR strategy to ensure it remains effective and relevant

By avoiding these common mistakes and following best practices, hotels can ensure their PR strategy is effective and drives business success.