Leveraging Digital Marketing Strategies Using The Soar Method: A Case Study of Mohini Komodo Resort, Labuan Bajo

Abstract

The development of the hotel industry in Indonesia along with economic and tourism growth provides great opportunities for hotel entrepreneurs. Labuan Bajo tourism is very popular with domestic and foreign tourists. With this, competition between hotels in Labuan Bajo is increasing. One of the hotels located in Labuan Bajo is the Mohini Komodo Resort. Mohini is a tourist hotel with a bohemian concept with a touch of Flores architecture, located in the Labuan Bajo area, East Nusa Tenggara, Indonesia. The level of availability (occupancy rate) of rooms is one of the determining factors for the survival of a company, in this case, a hotel, and can also indicate the company's position in the market. Mohini Komodo Resort experienced a drastic decline in occupancy which resulted in reduced hotel income or what is usually called revenue. The SOAR strategic and planning framework is a dynamic, modern and innovative approach to building strategic thinking, assessing individual and team performance, formulating strategies and creating strategic plans. This study adopts a qualitative descriptive design using interviews and observation, analyzed through the SOAR framework. The results show that strong visual content, interactive digital communication, and growing tourism demand in Labuan Bajo can be leveraged through Instagram- and TikTok-based promotions and influencer collaborations to expand market reach and improve room occupancy rates.