Analysis of Wedding Package Promotion Strategy Towards Guest Decision in Choosing Novotel Manado

Abstract

This study analyzes the promotion strategies implemented by Novotel Manado in marketing its wedding packages and their influence on guest decisions in choosing the hotel as a wedding venue. The research is based on the growing competition in the hospitality and wedding industry, which requires hotels to apply effective and well-targeted promotional efforts. Using a descriptive qualitative approach, data were collected through in-depth interviews with the Sales & Marketing department, wedding vendors, and guests; supported by direct observation of promotion activities and hotel facilities, as well as documentation such as promotional materials and event records. The findings reveal that Novotel Manado employs strategies such as social media campaigns, billboards, and participation in wedding expos, with visual and interactive tools proving most effective in attracting clients. Interpersonal relationships and personalized approaches also strengthen consumer trust. The study concludes that appropriate promotional strategies significantly influence guest decisions, and recommends that Novotel Manado enhance its digital promotion, ensure consistent marketing communication, and foster stronger engagement with its target market.