<![CDATA[The digital transformation within the hospitality industry has driven Whiz Hotel Cikini to optimize its marketing communication strategy through Instagram to enhance brand awareness and occupancy. This study analyzes the implementation of the AIDA Model (Attention, Interest, Desire, Action) in the hotel’s digital strategy and its impact on marketing performance. A descriptive qualitative method was used, involving digital observation, content analysis, and interviews. The findings indicate that each AIDA stage contributes significantly. The Attention stage is achieved through consistent and visually appealing content that enhances brand visibility and audience reach. The Interest stage emerges from interactive content such as quizzes and guest-experience storytelling, which significantly increases audience engagement. The Desire stage is strengthened through guest testimonials and influencer collaborations that build trust and encourage interest among potential guests. The Action stage shows direct results through clear CTAs, booking links, and increased traffic from Instagram to the reservation page. The study concludes that the integrated application of AIDA creates a more effective customer journey, leading audiences from awareness to booking decisions. This strategy has proven to enhance engagement, expand audience reach, and contribute positively to the increase in Whiz Hotel Cikini’s occupancy rate. Abstrak Transformasi digital dalam industri perhotelan mendorong Whiz Hotel Cikini untuk memaksimalkan strategi komunikasi pemasaran melalui Instagram sebagai upaya meningkatkan brand awareness dan occupancy. Penelitian ini menganalisis penerapan Model AIDA (Attention, Interest, Desire, Action) dalam strategi digital hotel serta dampaknya terhadap kinerja pemasaran. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi digital, analisis konten, dan wawancara. Hasil penelitian menunjukkan bahwa setiap tahap AIDA memberikan kontribusi nyata. Tahap Attention diraih melalui konsistensi konten visual yang menarik sehingga meningkatkan visibilitas merek dan jangkauan audiens. Tahap Interest muncul dari konten interaktif seperti kuis dan storytelling pengalaman tamu yang mampu meningkatkan keterlibatan secara signifikan. Tahap Desire diperkuat melalui testimoni tamu dan kolaborasi influencer yang membangun kepercayaan dan mendorong minat calon tamu. Tahap Action menunjukkan hasil langsung melalui CTA yang jelas, tautan pemesanan, serta meningkatnya trafik dari Instagram menuju halaman reservasi. Temuan ini membuktikan bahwa penerapan Model AIDA secara terintegrasi membentuk customer journey yang lebih efektif, mulai dari menarik perhatian hingga mendorong keputusan pemesanan. Strategi ini terbukti meningkatkan engagement rate, memperluas audiens, dan memberikan kontribusi positif pada kenaikan tingkat hunian Whiz Hotel Cikini.]]>
