<![CDATA[Increasing competition in the hospitality industry requires hotels to strengthen marketing strategies to maintain sales performance. This study examines the individual and simultaneous effects of brand value, customer relationship management (CRM), and digital marketing on sales performance at Alltrue Hotel Palangka Raya, Indonesia. A quantitative explanatory approach was employed using questionnaire data from 81 respondents selected through purposive sampling. Multiple linear regression was used to test the hypotheses. The results indicate that brand value has a positive but statistically insignificant relationship with sales performance (B = 0.812, p = 0.085). In contrast, CRM (B = 0.356, p = 0.011) and digital marketing (B = 0.521, p 0.001) demonstrate significant positive relationships. The three variables are jointly significant (F = 153.646, p 0.001), explaining 85.69% of the variation in perceived sales performance. These findings highlight the importance of strengthening customer relationships and optimizing digital marketing to support hotel performance. Although brand value is not individually significant, maintaining a positive brand image remains relevant to the hotel's marketing strategy. The findings should be interpreted considering the limited sample and perception-based measurements.]]>
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