<![CDATA[This study aims to analyze digital marketing strategies in increasing hotel room occupancy. This research was conducted at the Daun Bali Seminyak Hotel. The methodology of this research is descriptive qualitative with SWOT analysis, followed by matrix IFAS, EFAS, IFE, EFE and IE. Respondents in this study were the stakeholders of Daun Bali Seminyak Hotel as many as 8 peoples, namely human resources manager, sales manager, front office coordinator, front office supervisor, housekeeping coordinator, housekeeping supervisor, chief accounting and reservation. Collecting data in this study is by observation and guided interviews. The findings of this study are that the IFE score is 3.22 and the EFE score is 3.37, so that in the IE matrix, Daun Bali Seminyak Hotel is in cell I position, namely in the growing and building phase. The strategy that must be carried out by the hotel in this phase is an intensive strategy which is divided into 3 namely market penetration, market development and product development. This intensive strategy can be done by updating the hotel website, creating interactive content, increasing promotions in the form of business packages and vacation packages, providing incentives to customers, varying the menu and doing product photography as well as participating in exhibitions to introduce the products and services of Daun Bali Seminyak Hotel. The implication of this research is that Daun Bali Seminyak Hotel can implement digital marketing strategies to increase room occupancy, especially after the pandemic Covid-19.]]>
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