<![CDATA[This study aims to analyze the digital marketing strategy of Hotel Fahira Bukittinggi in increasing hotel occupancy using the SOSTAC framework, which consists of Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. This study employed a qualitative approach with data collected through interviews, observations, documentation, guest source data, Online Travel Agent (OTA) data, and interviews with hotel guests. The research informants consisted of the General Manager, Operational Manager, and Front Office staff of Hotel Fahira. Data were analyzed through data reduction, data presentation, conclusion drawing, and source triangulation. The results show that Hotel Fahira faces increasingly intense competition in the hospitality industry and therefore utilizes digital marketing to expand its market reach and increase reservations. The strategies implemented include the use of Instagram, TikTok, WhatsApp Business, OTA platforms, influencer collaborations, and direct reservations. These strategies are supported by the hotel's strategic location, service quality, positive reputation on OTA platforms, ease of reservation, and consistency in digital promotion. The findings also indicate that Hotel Fahira achieved an average occupancy rate of 86.33% in 2025, with nine out of ten analyzed months recording occupancy rates above 80%. However, digital performance measurement remains suboptimal because specific indicators such as engagement, reach, conversion, and direct booking have not yet been systematically applied. Therefore, Hotel Fahira's digital marketing strategy has been implemented effectively and supports hotel occupancy and competitiveness, but it still needs to be strengthened through more structured and data-driven digital performance measurement.]]>
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