Digital Hospitality Transformation: Leveraging Brand Equity and Membership Programme to Drive Occupancy

Abstract

As the hotel business gets more cutthroat, hotels are putting a lot of energy into digital transformation just to keep rooms filled. This study dives into how membership programs and brand equity shape hotel occupancy, especially when you add digital marketing to the mix. Researchers talked to 200 guests at star-rated hotels in Bandung City, using online surveys and analyzing the data with AMOS Structural Equations Modeling. Here's what they found: having a strong brand and a good membership program both boost occupancy rates—and they work even better when hotels use digital marketing. It's not just about attracting new guests. Digital strategies help hotels perform overall and encourage guests to come back again. The main takeaway? Hotels that really commit to digital tools and offer more personalized membership perks are the ones that stay ahead. So, if hotels want to keep winning, doubling down on smart digital campaigns and tailored rewards is the way to go.