STRATEGI BRANDING ‘SYARIAH HOSPITALITY’ PADA HOTEL ROYAL HOMY SYARIAH

Royal Homy Syariah is a hotel that has a sharia concept with the tagline 'as comfortable as home'. This is evidenced by the facilities provided, such as worship tools, the Koran, adhan reminders, Qibla pointers and several regulations regarding sharia hotels. In addition, other facilities such as a shared living room, shared kitchen and provide some groceries and a gazebo. The need for a branding strategy carried out by Royal Homy Syariah to market to the audience. For this reason, this study aims to find out how and the branding communication steps carried out by Hotel Royal Homy Syariah in branding 'Syariah Hospitality' so as to increase brand awareness. The method used in this research is descriptive qualitative research with data collection methods through in-depth interviews, document studies and observation. There are 4 aspects that are being researched, namely branding strategies, the process of preparing branding strategies, steps in implementing branding strategies, and tools used to communicate branding strategies. The results of the study show that the branding strategy carried out by Royal Homy Syariah has been successfully applied and is running well starting from the preparation, then there are steps used to implement the branding strategy and the selection of several tools used to communicate the branding strategy. Such as advertising, direct marketing, and online marketing in the form of Instagram, Facebook, Website and several OTAs such as Traveloka, pegipegi, booking.com and Agoda. However, in the process of formulating the Royal Homy Syariah Branding strategy, they paid less attention to the process of paying attention to competitors, considering that many lodging services in Yogyakarta use the sharia concept and the facilities are more adequate. In addition, the lack of human resources is the main problem in the process of implementing the branding strategy carried out by Royal Homy Syariah