<![CDATA[This study aims to determine the effectiveness of the Direct Marketing program, specifically Face-to-face Selling, Telemarketing, and Catalogue Marketing, on room occupancy rates at Sthala, a Tribute Portfolio Hotel, Ubud, Bali. Although the Direct Marketing program has been intensively implemented, data shows fluctuations in room occupancy rates in certain months. This raises questions about the effectiveness of the direct marketing program in attracting potential guests and maintaining stable room occupancy rates. This study uses a quantitative approach with descriptive statistics methods. Primary data were collected by distributing questionnaires to 100 respondents selected using a simple random sampling technique. In addition to questionnaires, data collection was also carried out through observation, interviews, documentation, and literature studies. All collected data were analyzed using SPSS version 29 software to test the influence of each variable partially or simultaneously on room occupancy rates. The analysis results show that the three Direct Marketing variables—namely Face-to-face Selling, Telemarketing, and Catalogue Marketing—both partially and simultaneously have a positive and significant influence on room occupancy rates. Among these three variables, face-to-face selling proved to be the most dominant variable in influencing room occupancy rates. These findings indicate that a direct, face-to-face approach remains the most effective marketing strategy in creating emotional connections with customers, building trust, and driving purchasing decisions. Thus, this study emphasizes the importance of implementing a sustainable and integrated direct marketing strategy in efforts to increase room occupancy rates, and provides input for hotel management in developing more effective and efficient marketing policies.]]>
