Sales and Marketing Approaches in Reviving Five-Star Hotels after the Mount Agung Eruption: A Case Study of International Hotel Chains in the Kuta Area

This study examines sales and marketing efforts to revive five-star international chain hotels in Kuta, Bali, after the Mount Agung eruption. Using a qualitative descriptive approach, data were collected through interviews and questionnaires with sales and marketing staff from The Stones Hotel Bali, Sheraton Bali Kuta Resort, and Pullman Bali Legian Nirwana. Indicators were based on Tjiptono’s Promotion Mix (2008).

Findings reveal that all hotels reported declines in rooms, restaurants and bars, spas, and swimming pools, while 67% also noted decreases in meeting rooms and fitness centers. Key external challenges included travel advisories, airport closures, negative tourist perceptions, and increased demands for complimentary nights. To respond, all hotels applied advertising and direct marketing, while 67% also employed personal selling, public relations, and sales promotion.

This study contributes by offering qualitative insights into how international chain hotels adapt their marketing practices to sustain resilience and competitiveness during crisis recovery.

Keywords: Sales and marketing, Crisis recovery, Hospitality industry, Five-star hotels, Kuta-Bali, Tourism resilience