Marketing Mix Strategy to Increase Wedding Package Sales at  Six Senses Uluwatu, Bali

Rahmad Calvin Aurelio Harahap; Prastha Adyatma; Kadek Andita Dwi Pratiwi

doi:10.61536/escalate.v4i4.836

Authors

Rahmad Calvin Aurelio Harahap Program Studi Pengelolaan Perhotelan Politeknik Pariwisata Bali
Prastha Adyatma Program Studi Pengelolaan Perhotelan Politeknik Pariwisata Bali
Kadek Andita Dwi Pratiwi Program Studi Pengelolaan Perhotelan Politeknik Pariwisata Bali

DOI:

https://doi.org/10.61536/escalate.v4i4.836

Keywords:

Marketing Mix, Luxury Hotel, Service Marketing, Sales, Wedding Package

Abstract

The wedding industry in Bali is developing as a strategic opportunity for hotels to increase wedding package sales, but Six Senses Uluwatu, Bali experienced a decline in sales from 100 events in 2024 to 87 events in 2025. This study aims to analyze the 7P marketing mix strategy to increase wedding package sales. The study used a descriptive qualitative method. The population and numerical sample were not determined because informants were selected by purposive sampling, namely the Assistant Director of Wedding & MICE as the key informant and the Assistant Manager of Wedding & MICE and Wedding & MICE Coordinator as supporting informants. Data were obtained through unstructured interviews, observation, and documentation, then analyzed thematically using NVivo 15 through data reduction, data display, and conclusion drawing. The results showed that Product, Place, People, Process, and Physical Evidence were the main strengths, while Price and Promotion and several operational aspects still had weaknesses. In conclusion, increasing sales requires the development of intimate wedding packages, strengthening sales calls, consistent digital storytelling, cross-training, simplifying the approval process, and preventive maintenance.

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