This study aims to analyze the optimization of creative content on social media as a strategy to enhance the brand image of Hotel XYZ located in Cileunyi, Bandung. Using a qualitative descriptive approach, data were collected through in-depth interviews with management and marketing teams, social media activity observations, and content documentation. The results show that creative content such as photos, videos, and storytelling can increase consumer awareness and positive perceptions of Hotel XYZ. However, the frequency and consistency of content publication need improvement to maximize audience engagement. Supporting factors include the hotel’s strategic location near the Cileunyi toll gate and management’s awareness of digital marketing importance. This study recommends that Hotel XYZ develop a more structured and varied content strategy, enhance marketing team capacity through training, and optimize social media platforms like TikTok. Thus, creative content on social media can effectively strengthen the brand image and increase the competitiveness of Hotel XYZ in the increasingly competitive hospitality market. Keyword :Creative Content, Social Media, Brand Image, Hotel
Sudrartono et al. (Sun,) studied this question.