<![CDATA[The success of strategic management in Umrah travel services is closely related to a company's ability to implement effective service management strategies that enhance pilgrim satisfaction. High-quality service is essential in the Umrah travel industry because it directly influences customer trust, loyalty, and overall satisfaction. This study aims to analyze the service management strategy implemented by PT. Darul Arqam in improving the satisfaction of Umrah pilgrims. The research employs a qualitative descriptive approach to obtain an in-depth understanding of the company’s service practices. Data were collected through direct interviews with company directors, field observations, and documentation studies as secondary data sources. The collected data were then analyzed using a SWOT analysis framework to identify the strengths, weaknesses, opportunities, and threats of the service strategy. The results indicate that the service management strategy implemented by PT. Darul Arqam has been adequately applied and contributes positively to improving pilgrim satisfaction. The company’s service strategy includes recruiting competent, friendly, and responsive employees; providing employee support, evaluation, and incentives; offering guidance and personal attention to Umrah pilgrims; conducting employee training programs; and delivering service information through various communication media. These strategies help strengthen service quality and improve the overall pilgrimage experience. The study concludes that effective service management supported by qualified human resources and clear communication plays an important role in enhancing the satisfaction of Umrah pilgrims.]]>
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