DIGITAL HOSPITALITY TRANSFORMATION: LEVERAGING BRAND EQUITY AND MEMBERSHIP PROGRAMS TO DRIVE OCCUPANCY

Abstract

Digital transformation in the hospitality industry has become a key strategy to enhance occupancy rates amid increasing competition. This research seeks to examine the the influence of brand equity and membership programs on hotel occupancy rates, with digital marketing as a mediating variable. A quantitative survey design was applied. The population consisted of customers of star-rated hotels in Bandung City, with a total of  200  respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed using Structural Equation Modeling with AMOS. Findings reveal that brand equity and membership programs has a positive and significant effect on hotel occupancy, both directly and through digital marketing. These results highlight the strategic importance of digital initiatives in strengthening customer loyalty and improving hotel performance. In conclusion, digital transformation serves as an effective tool to maintain hotel competitiveness in the digital era. The study recommends developing more personalized membership programs and optimizing integrated digital campaigns.