<![CDATA[ABSTRACT The COVID-19 outbreak since 2020 has had a negative impact on business continuity in the business travel and incentive travel services business. For this reason, the right strategy is needed so that the company can survive. Based on these facts, establishing cooperation with third parties can be an effective strategy for the sustainability of the company's business. This study aims to determine the effectiveness of the partnership strategy carried out by the company in building an incentive travel and business trip. The data collection method in this study was carried out directly, namely observation by observing directly the process of establishing partnerships in the company. The results of the study show the strategies that have been carried out, including approaching in the form of sending company profiles, meeting with third parties offline and online by presenting the aims and objectives of the partnership, carrying out dealing to get a partnership agreement. So it was found that the communication process with third parties was well established and the number of partners increased from month to month. With this, it is hoped that it will become a guideline for the development of sustainable service businesses in the future. Keyword: Activities, Business Trip, Incentive Travel, Service Business, Strategies ABSTRAK Wabah COVID-19 semenjak 2020 telah memberikan dampak negatif terhadap keberlangsungan bisnis pada bidang usaha jasa perjalanan insentif dan perjalanan bisnis. Untuk itu, diperlukan strategi yang tepat agar perusahaan tetap dapat survive. Berdasarkan fakta tersebut, penjalinan kerjasama dengan pihak ketiga dapat menjadi strategi yang efektif terhadap keberlangsungan bisnis perusahaan. Penelitian ini bertujuan untuk mengetahui efektivitas strategi partnership yang dilakukan perusahaan dalam membangun usaha jasa perjalanan insentif dan perjalanan bisnis. Metode pengumpulan data pada penelitian ini dilakukan secara langsung, yaitu observasi dengan mengamati secara langsung proses penjalinan partnership di perusahaan. Hasil penelitian menunjukkan strategi yang dilakukan, diantaranya melakukan approaching dalam bentuk pengiriman company profile, pertemuan dengan pihak ketiga secara offline maupun online dengan mempresentasi maksud dan tujuan partnership, melaksanakan dealing untuk mendapatkan kesepakatan partnership. Hasil penelitian ini juga didapatkan bahwa proses komunikasi dengan pihak ketiga terjalin dengan baik serta mengalami kenaikan jumlah partner dari bulan ke bulan. Dengan ini, diharapkan dapat menjadi pedoman pengembangan usaha jasa berkelanjutan di masa mendatang. Kata kunci: Penyelenggaraan, Perjalanan Insentif, Perjalanan Dinas, Strategi, Usaha Jasa]]>
