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Service
Sales and Marketing Report

2020-A

Alda Griselda Triumami 19217059

Anne Mutiara Putri 19217048
Fitria Ghaisani 19217065
Muhammad Berdauno 19217012
Muhammad Dhafa Nurrizqy 19217015

BACHELOR OF ENTREPRENEURSHIP
SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2018
I. Business Profile

Introducing Indonesia’s reference in luxury hospitality, The Trans Luxury Hotel. A

creation by Trans Corporation, it is a sophisticated blend of Indonesian tradition with a
refined contemporary interpretation, right in the heart of Bandung city, together with
Trans Studio Bandung - one of the biggest indoor theme parks in the world, Trans Studio
Mall, ibis Bandung Trans Studio and Masjid Agung Trans Studio Bandung.

The hotel offers 280 well-appointed guest rooms and suites, each room are remarkably
spacious, complete with premium amenities that are essential to both business and leisure
travelers. The rooms and suites consist of premier room, premier club, celebrity suite, and
presidential suite. The room is equipped with various complete facilities; interactive LED
TV, Acqua di Parma as amenities, i-Home (dock for iPod, iPad and iPhone), free WiFi,
complete mini bar and shower cabin and separate bath tub. All the facilities and services
at The Trans Luxury Hotel have been designed to set the property in a class of its own.
The panoramic restaurant and lounge on level 18 with sweeping views of the city, the
open-air sandy beach pool with sun lounges, the elegant day spa, the high-tech fitness
centre, all ensure the most memorable stay for an extraordinary escape or an impeccable
run event at Bandung's most iconic luxury hotel. The Trans Luxury Hotel has 3
restaurants and lounges with the best menu choices from International class chefs. The
Trans Luxury Hotel rewarded ​World Halal Tourism Awards 2016 as World’s Most
Luxurious Family Friendly Hotel. ​ (Trans Luxury Hotel Website, 2018)
 According to Mrs Fina Fitriani, marketing sales in The Trans Luxury Hotel, the target
market is middle to high class people with no minimum age range, including Millenials.
The hotel has rooms for every occasion (Wedding, Meetings, Events and Exhibitions).
Many events and exhibitions in Bandung, for instance Bandung Trade Mark, held in The
Trans Luxury Hotel. The Trans Luxury Hotel also has multipurpose boardrooms for
meetings or private conferences. The CEO of CT Corp, Chairul Tandjung - who owns
Trans Luxury Hotel, said that this hotel can be recognized as 6 stars hotel because its
environment has many places to do anything, from Department Store until Theme Park
called Trans Studio Bandung.

II. Sales and Marketing Activities Report

As it is stated above, The Trans Luxury Hotel is branding themselves through their
luxurious, “luxury in simplicity” hotel. The hotel have achieved the three sequences of
target marketing, which is market segmentation, market targeting, and market
positioning. The hotel has trust from customers since the place and service is worth the
price. The hotel keeps updating to inflation and deflation as well as the changing of
customer’s behavior, so that if something is not in line with the plan, they do pivot as
soon as possible. This makes the customers does not see the shortage.

It is not possible to acquire this kind of achievement without a good sales and marketing
strategy. Hence, The Trans Luxury Hotel was familiarizing itself by collaborating by
travel agent as written down below:
1. Online Travel Agent
The hotel is collaborating with Online Travel Agent with several agreements
which are already approved by both sides. For instance, free administration. In
this case, The Trans Luxury Hotel has been teamed up with agoda, Traveloka,
pegipegi, booking.com, and etcetera.
2. Free Independent Travel
The customer is booking for the hotel by himself, the booking is not from travel
agent.
3. Group Inclusive Tour
The customer is booking for group which is managed by office travel agent. For
instance, Panorama Tour.

Just like other hotels, The Trans Luxury Hotel sees online marketing as opportunity to
add more customers. Testimonials and the photos from customers play an important role.
It can be linked as AIDA theory. First, citizens in Bandung surely know about The Trans
because they have built the mall and theme park before they built the hotel. Awareness is
achieved by the name, The Trans Luxury Hotel. The “luxury” made them go forward to
 the next step which is to make customers curious, it can be seen that The Trans Luxury
Hotel has a very gorgeous interior as well as exterior designs. The next thing is Desire,
the hotel is making people believe by this online marketing. Since the price of the room is
expensive, they build prestige and that will make Action. The hotel also provides Spa 1
Get 1 so that their names never get old. Beside that, Bank Mega, Baskin Robbin,
Transcorp, etcetera are also joining up with The Trans Luxury Hotel because the
businesses are in the same area with Trans, so both of them are benefiting each other.

Problems/Challenges

Running a hotel business is not as easy as it looks, especially Trans Luxury Hotel is
encompassing the Trans Corporation, a very big and establish corporation that coping all
of Indonesia’s society necessity including Trans Media, Trans Lifestyle, Trans Property,
Trans Oto International and Trans Retail industry. Sure, working and developing business
this substantial they experience a lot of new problem in every sector, Trans Luxury Hotel
is one of the sector that works in the Lifestyle industry, this industry needs a very
comprehensive knowledge and understanding both work and leisure behaviour patterns in
people’s activities, attitudes, values, interest and income, Lifestyle is a composite of
motivation, needs and wants, that triggered by factors such as culture, family, references
groups, and social class, but yet with a very well known interpretation about the social
mapping and how people works Trans Luxury Hotel still encounter a lot of problem.

1. A lot of people still think Trans Luxury Hotel is over price

With the price that they offer per night which is the minimum of Rp2.000.000 per night a
lot of people still consider Trans Luxury Hotel is a very over price hotel compared with
all the other hotel that offer the same facility as Trans Luxury Hotel offer. A lot of people
still think about quantity over quality.

2. Image that is outrageously high class

With all of the concepts and branding that they already did, they contrary create a very
high class image that create peoples mind set as if as they never going to fit in the Trans
Luxury Hotel class nor they will never going to afford the hotel itself.

3. A very competitive facility development with Intercontinental and Hilton Hotel

Trans Luxury Hotel is competing with 2 other big Hotel, Intercontinental in venue, and
Hilton in foods and restaurants. As if for the venue Intercontinental Hotel is located in the
 middle of famous and strategic place which is Dago Pakar, and for the food and
restaurants Hilton Hotel is famous of their delicious foods for years this proved by a lot
of people come to Hilton just because they really loved and enjoy their breakfast this
makes it no surprise if Hilton is always full booked on weekend or any holiday season

Overall, if we recapt all of the problems, all the problems that appear are because of one
condition, People are expecting Trans Luxury Hotel a “quality of a five star and price of a
five foot stall” it turns out that actually a lot of middle class people are interest to spend
their night and experience a five star quality hotel for their holiday, but they still think
they cant afford the price.

Solution

Trans Luxury Hotel proves that they still can be at the top of the game by developing the
2 main factors from each competitors which is venue and food and restaurants.

1. For the venue, the hotel collaborates with Trans Studio Bandung, Trans Studio Mall,
Masjid Agung Trans Studio and the hotel also provides tourist and transportation service
that are happy to assist customer with personalized tour service to discover all the best
thing to see and do in Bandung, from this they want to create a location that are very
strategic so that customer can reach everything just in one place.
2. For the Food and restaurants, they proudly offer the customer the best concept that they
ever create and they guarantee the customer will feel the most luxurious experience like
no other restaurants. Introducing The 18th Restaurant and lounge that will ​delighted to
bring you the most innovative and exciting cuisine in West Java, Indonesia.Their team
have experience throughout the world,they even bring in the most certified chef from
French, and have created a quality driven and value for money dining experience,
sourced both locally and internationally, and aspire to continue evolution with new talent
and concepts.

Also apart from re-developing their facilities to compete with other hotel, their marketing
team build up a strategy in order to keep their heads up in the business.

1. PEST Theory
● Political Factors: to attract the biggest population on Indonesia which is
Muslims, Trans Luxury Hotel tighten their regulation and stated the Halal
Certified to reassure and persuade more customer to their Hotel. They
even won the World halal Tourism in 2016.
● Economic Factors: They expend their target market that previously
targeting only the high income but now up to the middle income, they
make a collaboration with ibis Hotel to reach middle class people that
want to stay for a night around Trans Studio Mall Area or maybe some
company that conduct a meeting.
● Social Factors: Image has been the main key of this factors, Trans Studio
Hotel try to justify their specific market to reach their market prestige
goals by dividing into 2 main focuses categories:
1. Individuals: they justify their market to all age included the
millennials, they can throw a prom night in the ballroom, and
prepare at the salon in the Trans Studio Mall, and rent a room in
the Trans Hotel for after the party, the school who held certainly
feel the prestige for conducting such a memorable event in the
Trans Luxury Hotel. Or maybe for a new love birds who wants to
hold a wedding event, for someone who hold the big day in here
would feel one in a lifetime experience, and the fact that they
afford to held the memorable event in the Trans Luxury Hotel will
give them the sense of esteem that came from the family or guests,
they can even rent a room for the honeymoon, and all other
member of the family can sleep tight at the ibis Hotel.
2. Company: providing multipurpose bedroom for meeting or private
conferences, even by collaborating with Ibis Hotel that located just
right beside the Trans Luxury Hotel that makes the staff can sleep
 affordably in the ibis Hotel and attend work or meeting in the
Trans Luxury Hotel more efficiently.
● Technological Factors: They cooperate with OTA (Online Travel Agent)
such as Traveloka, Pegipegi, Booking.com,Agoda, Trip Advisor, etc and
do the sales and marketing there. Because of the good synergy
collaboration with those OTA, Trans Luxury Hotel won a lot of their OTA
Awards.

Trans Luxury Hotel also cooperate with other businesses that CT Corp has such as Bank
Mega. Customer can get discounts for using Bank Mega’s Card. We conclude that Trans
Luxury Hotel has a good way to set their class and reaching their market with a good
coordination between CT Corp’s Businesses.
2. Moslow Hierarchy of Needs

How Trans Luxury Hotel wants to convey to their target market is by reassuring their self
esteem, that they deserve the all of the facility that Trans Luxury Hotel provide, their
strategy is to make every customer feels worth every experience they had in there so they
can come back later if they ever need the self esteem they needed, this is done by
concepting all the facility based on everyone basic needs and pleasure.

3. Market Segmentation
However, their market segmentation is a little more complicated because they clearly
really pursue the “luxury” image Hotel and because of that, achieving a good effective
segmentation needs key performance indicator requirements, to be useful market segment
must be ​measurable​; the size, purchasing power, and profiles of the segments can be
measured, ​accessible;​ the market segments can be effectively reached and served,
substantial;​ The market segments are large or profitable enough to serve, ​differentiable;​
the market segments are conceptually distinguishable, and lastly actionable;​ such as
effective programs that can be designed for attracting and serving the segments. Trans
Luxury Hotel really cope up with that and it was not really surprising because of their
strong value that their grasping which is “the quality over quantity” they can seek in to
the market and map them from their engagement, to punctuate the statement we have
explained above, we can say that Trans Luxury Hotel really well known their niche
market, they state that the hotel offer 280 well appointed room and suites with each room
are remarkably spacious complete with amenities that are essential to both business and
leisure travelers, to underline the word business they really targeting all big established
company to persuade them to organize an event or conduct a meeting at their place, from
the data we know there are over 100 top company that are going global and the number
are keep increasing, with all the money and profit they produce it is a big potential for
them to accommodate places for all the companies to keep the networking, but other than
 that this business man and woman must be having their own family to take time off and
take them to a vacation, so Trans Luxury Hotel also wants to cope that needs by
providing leisure facilities like the beach pool with real sand concepts, kids club, spa,
fitness center, and from here we know that their market segments are ​measurable. ​Their
market segment also can be effectively reached because Trans Corp itself is already a big
established company so it wasn’t that hard to market and advertise their business because
of all the network they already have, it was most likely easy for them to approach some
specific company and offer them the facility they needed so it is ​accessible. ​This
established company are large possible homogeneous group worth pursuing, because they
profitable enough to serve and by that their target market is ​substantial.

4. Mass Marketing and customization

A. Competition
Their competition with Hilton and Intercontinental generate a good output for
them so they can position their branding and make them really stand out as a they
keep control of their standardized quality especially in making their location
strategic and their food as a 5 star foods. What makes Trans Luxury Hotel really
stand out is the facility that covers every leisure of a 6 star hotel, and their
prioritize quality over quantity. Every customer would choose Trans Luxury
Hotel as their destination because they believe that they provide the most
complete facility, and from the review, guests really enjoy their stay because they
feel like home and experience like nothing before.
B. Strategy
1. Price
They offer promo to justify the peak season for example on holiday season they
offer buy 1 get 1 free at spa, book 1 room and get 2 tickets at Trans Studio,
discount 25% off with Bank Mega, and other prosper promo
2. Speed
Fast service from the hotel employees, if is there any problem the employee can
solve the problem right at that time and didn’t spin out time.
3. Niche
Middle to high income
4. Quality
6 star hotel Facility

C. Channel Strategy
1. Marketing Channel
They market and sell their business on several segment;
 a) Online Travel Agent for example Traveloka.com, PegiPegi, Booking.com, Agoda, and
other online travel agent, they make their agreement through administration fee and other
agreement from both sides parties, the biggest sales percentage came from this segment
with mostly 50% occupancy are from online, because of that most marketing and
advertising are done online like, social media, testimonials, reviews, and other platform is
play a big role on increasing the hotel sales because most of guests look at the review
before they book the room. So building and keeping an image through social media
platform is very important.
b) Free Independent Travel are by individual without any linkages with travel agents.
c) Group Inclusive Tour are for group booking that mostly come from travel agent like
Panorama tour, Bayu Buana, Dwidaya, etc.

2. Communication Channel
a) Personal Communication Channel
-Telemarketing: A pile of database of company that ever pay a visit, the function is for
marketing analysis requirement and for reminder.
-SMS and E-mail blast
-Sales blitz
-Sales call
-Online reviews

b) Non personal
Magazines, radio, TV advertisement in Trans TV and Trans 7, and exhibition.

Expected Result from the Implemented Solution

Based on the solutions above, the hotel does not expect their target market to be
expanded but they are maximizing their value so that no hotels can be as luxury and good
quality with good service as they are. They are creating prestige so that it makes everyone
in every class wants to book a room there.

They are also offering solutions such as building Ibis Hotel for the middle class people
and expecting that people can still feel like spending the night in The Trans Luxury
Hotel.

Actual Result of the Implemented Solution

Based on the reviews in Tripadvisor website, they love all the facilities, not to mention
the lateness of their service because 5 customers in different times mention that the
service is late. Since it is a popular hotel, it is not understandable if there is still lateness.
Moreover, the function of the collaboration between the hotel and the travel agent is
about seeing the reviews and using the reviews as evaluation matters. So, this means that
the evaluator does not take it seriously.

Logically, there is no possibility that the distant difference between both prices can have
the same quality. It can be seen only from outside of the building. There is also no
swimming pool at Ibis Hotel and mostly the color of the building is natural. If they expect
the quality will be the same as Trans Luxury Hotel, they are wrong. Ibis Hotel and The
Trans Luxury have the different prestige. In contrast, Ibis Hotel has a good, clean room
and the service is good. Even though they do not have any similarities in terms of design
interiors and facilities, at least they still keep their cleanliness and a good ambience.

Conclusion from the Observation

From our observations of visiting Trans Luxury Hotel Bandung, and from Mba Fina as
the sales executive she explained us price range for each room and the facilities of what
can we get from 5-star Trans Hotel in Bandung. We realized that this hotel aiming to
reach middle to high class people because they probably have the best quality that
“money can buy” for renting a hotel in Bandung that makes Trans Hotel superior
compared to other 5-star hotel competitors in Bandung. Where in terms of place they are
right in the heart of Bandung that are very strategic so that customer can reach everything
just in one place, the food quality they come with the best menu choices from
International class chefs, and they providing luxury amenities as acqua di parma body
lotion, soap and shampoo. Their marketing their channel through 3 segments , the first is
free self travel who doing reservation by themself not through intermediaries by come
directly to the place. They will convince their choice is right by staying in the right place
because of the clean luxurious atmosphere like welcoming us when we enter the Trans
Hotel which is felt by its luxurious interior, a large fountain in the middle of the parking
lot and friendly employees welcome us. It makes the customer sure that what Trans Hotel
market through social media is in accordance with the actual conditions and makes them
sure to choose a Trans Hotel. But the free self travel who doing reservation by phone is
same as their second and third marketing channel segmentation. There is the customer
who want to booking through online travel agent and group inclusive tour. Their
similarities is they can not come to their place together directly, it makes them unable to
convince their choice with the best luxury quality they offer is true or not. The way Trans
Hotel sales and marketing assures them is through magazines, radio, TV advertisement
in Trans TV and Trans 7, and exhibition. But the ways that have a big influence is
through social media such as testimonials and the photos from customers play an
important role. To conclude, The Trans Luxury Hotel has a good marketing strategy,
because the CEO of Chairul Tanjung had experience in building a company, CT Corp.
Likewise in terms of building communication to all stakeholders. For CT Corp that has
cooperation or synergy with global and multinational companies, the trust is no longer
negotiable. the way they create trust is through the story value they have. To
communicate as well as build brand awareness from CT Corp, they uses a number of
conventional and digital media owned by CT Corp to be utilized. However, they believes,
this step is not enough. They also build communities and build integrated ecosystems
from the entire CT Corp business. If a consumer has financial services products from CT
Corp, for example a credit card, then with that credit card, they will have the opportunity
to obtain various privileges. For example, special discounts for products under the CT
Corp flag, including obtaining discounts for renting rooms at The Trans Hotel. It makes
their company more alert and ready to face their competitors and internal problems.
 

References and Appendix

Trans Luxury Hotel. 2018. Business Profile of Trans Luxury Hotel.
https://www.thetranshotel.com/page/105/the-hotel​ (October 5, 2018)

http://mix.co.id/people-of-the-week/people/tiga-kunci-sukses-chairul-tanjung-membesark
an-ct-corp