October 2, 2025

Marketing Strategy TIKET.COM in Promoting Mice Hotel (Meeting, Incentive, Convention, and Exhibition) Case Study: Hotel 1o1 Urban Jakarta Thamrin

Key Points

Marketing strategies effectively increased hotel occupancy for MICE events, especially in budget-conscious periods.
OTA campaigns like flash sales and discounts are crucial for enhancing MICE hotel visibility and occupancy rates.
The qualitative case study used in-depth interviews to explore Tiket.com's strategic marketing efforts and crisis communication.
Findings suggest optimizing campaign personalization can significantly improve marketing effectiveness in the MICE sector.

Abstract

This study aims to examine Tiket.com marketing strategies in supporting the promotion of MICE (Meeting, Incentive, Convention, and Exhibition) hotels, especially the 1O1 Urban Hotel Jakarta Thamrin, through the use of e-commerce and digital marketing campaigns. The research method used was a qualitative case study with in-depth interviews and documentation. The results of the study show that the integration of OTA (Online Travel Agent) campaigns such as flash sales, bundling, and discount programs is the main strategy in increasing MICE hotel occupancy, especially during periods of budget efficiency. Tiket.com also plays an active role in crisis communication and technical collaboration with partner hotels for market adaptation. Strategic recommendations are given for the optimization of campaign personalization and the use of data-driven technology in the MICE segment.

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