Optimalisasi Peran Front Desk Agent dalam Strategi Upselling Produk Food and Beverage di Silkroad Dinner Buffet Hotel Ciputra Jakarta
DOI:
https://doi.org/10.36276/mws.v23i2.929Keywords:
Front desk agent, upselling, food & beverage, hotel, optimizationAbstract
The hotel industry continues to grow rapidly in line with the increasing needs of tourists for accommodation and services, including the rising demand for food & beverage products. Therefore, the role of the front desk agent as an information centre, explaining hotel products through the practice of upselling, is essential. This title was chosen because of the importance of the front desk agent’s role in implementing upselling strategies for food & beverage products. This study aims to explore and analyse the strategic role of the Front Desk Agent in optimising upselling strategies for food & beverage products, particularly in the promotion of the Silk Road Dinner Buffet at Hotel Ciputra Jakarta. The research method used is qualitative, through in-depth interviews, participatory observation, and internal hotel documentation. The results of this study demonstrate the front desk agent's role as an effective communicator (information provider), a builder of guest relationships (customer engagement), and a strategic actor in upselling the Silk Road Dinner Buffet. Thus, this research contributes to the contextual development of the front desk agent’s role in upselling food and beverage products amidst the growth of the hotel industry.
References
Akasia, N. E., & Sandy, S. R. O. (2023). Peran front desk agent dalam menangani keluhan tamu di Front Office Aston Jember Hotel & Conference Center. Jurnal Pariwisata dan Perhotelan, 1(1), 1–7. https://doi.org/10.47134/pjpp.v1i1.1896
Andina, D., Prameswari, F., & Sari, D. (2023). Strategi upselling di industri perhotelan. Jurnal Manajemen Perhotelan, 12(2), 88–97.
Arthini, N. N. S., Dewi, N. K. W. K., & Sekarti, N. K. (2022). Minat wisatawan terhadap butler service signature di Hotel X. Journal of Hospitality Accommodation Management, 1(2), 112–123. https://doi.org/10.52352/jham.v1i2.833
Arthini, N. P., Putra, I. G., & Dewi, A. S. (2022). Peran hotel dalam pengembangan pariwisata. Jurnal Pariwisata Nusantara, 5(1), 45–52.
Fadhila, N., Rahmawati, S., & Yusuf, M. (2022). Penerapan upselling dalam meningkatkan revenue hotel. Jurnal Pariwisata dan Hospitaliti, 11(2), 115–123.
Fadhila. (2022). Strategi upselling dalam meningkatkan volume penjualan makanan dessert di Harris Cafe Restaurant. Ekonomi Bisnis dan Kewirausahaan, 3.
Guestara. (2023). The ultimate guide to hotel front desk upselling. Guestara Blog. https://www.guestara.com/post/the-ultimate-guide-to-hotel-front-desk-upselling
Henriyati, L. (2021). Strategi Pemasaran Food And Beverage Untuk Meningkatkan Penjualan pada masa pandemi covid 19 di canvinton hotel yogyakarta, indonesia. Journal of tourism and economic, 63-64.
Hospitality Net. (2014). The power of upselling at the front desk. Hospitality Net. https://www.hospitalitynet.org/opinion/4068254.html
Hospitality Net. (2024). Front desk upselling: Boosting hotel revenue and guest satisfaction. Hospitality Net. https://www.hospitalitynet.org/opinion/4064559.html
Hospitality Tech. (2014). Study confirms effective front desk upselling increases online reputation. Hospitality Tech. https://hospitalitytech.com/study-confirms-effective-front-desk-upselling-increases-online-reputation-25-percent
Hotel Minder. (2023). Hotel upselling strategies: How to do it right. Hotel Minder. https://www.hotelminder.com/hotel-upselling-strategies
Kumar, P., Singh, A., & Sharma, R. (2021). Active listening in service interactions: A critical review. Journal of Service Research, 24(2), 150–167. https://doi.org/10.1177/10946705211001321
Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality: An International Journal, 19(3), 308–331. https://doi.org/10.1108/09604520910955320
Leadsquared. (2023). Upselling at the front desk: Strategies for success. Leadsquared. https://www.leadsquared.com/industries/hospitality/upselling-at-the-front-desk
Mantjari, J. (2024). Optimalisasi peran layanan food & beverage dalam. Jurnal Hospitaliti dan Pariwisata Edisi 7 Volume 2 (2024), 42.
Noviastuti, E., Wahyudi, S., & Nugraha, A. (2020). Perhotelan dan manajemen pelayanan. Jurnal Ilmiah Pariwisata, 8(2), 100–108.
Nurhayati, S., & Rinjan, P. (2021). Tugas dan fungsi front office department di hotel berbintang. Jurnal Ilmu Pariwisata, 6(2), 67–74.
O’Neill, J. W., & Mattila, A. S. (2010). Hotel brand strategy. Cornell Hospitality Quarterly, 51(1), 27–34. https://doi.org/10.1177/1938965509352286
Oaky. (2022). The ultimate guide to upselling in hotels. https://www.oaky.com/en/blog/hotel-upselling
Oaky. (2023). Hotel front desk upselling: How to nail and scale your strategy. Revenue Hub. https://revenue-hub.com/hotel-front-desk-upselling-how-to-nail-and-scale-your-strategy
Pasaribu. (2022). Metodologi penelitian untuk ekonomi dan bisnis. Metodologi Penelitian.
Pradini. (2022). Peran food & beverage dalam memberikan pelayanan untuk meningkatkan kepuasan pelanggan McDonald's Jati Padang. Jurnal Ekonomi dan Bisnis, 265.
Praysi. (2022). Optimalisasi kinerja bidang sosial budaya dan pemerintahan dalam perencanaan pembangunan (Studi di Kantor Badan Perencanaan Pembangunan, Penelitian dan Pengembangan Daerah Kabupaten Minahasa). Optimalisasi Kinerja Bidang Sosial Budaya dan Pemerintahan Dalam, 3.
Revenue Hub. (2023). Hotel front desk upselling: How to nail and scale your strategy. Revenue Hub. https://revenue-hub.com/hotel-front-desk-upselling-how-to-nail-and-scale-your-strategy
Revenue Your Hotel. (2023). Up-selling guide at the front desk. Revenue Your Hotel. https://revenueyourhotel.com/blog/up-selling-guide-at-the-front-desk
Sahir. (2021). Metodologi penelitian. Jogjakarta: Penerbit KBM Indonesia.
Sanjaya, I. K. (2022). Perhotelan sebagai bisnis jasa. Jurnal Bisnis dan Pariwisata, 4(1), 50–59.
Sanjaya. (2022). Service quality to customer in food and beverage service. Jurnal Pariwisata Vokasi, 71.
Sari. (2023). Optimalisasi manajemen strategis prasarana pendidikan. Jurnal Umum Disiplin, 815.
Septiani, W., Lestari, N., & Fitria, A. (2024). Optimalisasi pendapatan melalui upselling di hotel berbintang. Jurnal Pariwisata Indonesia, 7(1), 23–34.
Setiawan, A., Putra, D., & Laksana, B. (2022). Dinamika industri perhotelan di era digital. Jurnal Manajemen dan Bisnis, 10(1), 101–110.
Setiawan, B. (2022). Pengenalan operasional hotel bagi siswa-siswi SMK. Journal of Community Empowerment and Innovation, 41.
Smith, J., & Lock, D. (2020). Upselling strategies in the hospitality industry: Best practices and challenges. Journal of Hospitality Marketing & Management, 29(8), 955–973. https://doi.org/10.1080/19368623.2020.1716772
Syarina. (2024). Peran front desk agent dalam peningkatan tingkat... Hospitality and Gastronomy Research Journal, 59.
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2025 Imam Syaputra, Budi Setiawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
