Managing Customer Experience through Omnichannel to Maintain Customer Loyalty at the Sultan Hotel Jakarta in 2025

Abstract

The rapid development of digital technology and changes in customer behavior have encouraged the hospitality industry to manage customer experience in a more integrated manner across multiple service channels. Today, hotel guests interact not only through face-to-face services but also through digital channels such as websites, social media, and other online communication platforms. This condition requires the implementation of an omnichannel strategy to create a consistent and sustainable customer experience. Omnichannel is a marketing and customer service strategy that integrates various communication channels— such as websites, social media, email, and physical outlets—so that customers can interact with a brand in a consistent and seamless manner. This approach not only focuses on providing multiple channels but also ensures that all channels are interconnected to create a superior customer experience. Through omnichannel, customers can move from one channel to another without losing context.
This study aims to analyze how the management of customer experience through omnichannel strategies plays a role in maintaining customer loyalty at The Sultan Hotel Jakarta in 2025. The research employs a qualitative approach using a case study method. Data collection techniques include in-depth interviews with hotel management, operational staff directly involved in customer service, and customers who have utilized various hotel service channels. Supporting data were obtained through observation and documentation. Data analysis was conducted through data reduction, data display, and conclusion drawing to obtain a comprehensive understanding of customer experience management through omnichannel.
The results indicate that managing customer experience through the integration of online and offline channels plays a significant role in creating positive customer experiences. Service consistency, ease of access to information, and the hotel’s responsiveness to customer needs and complaints are key factors in fostering customer loyalty. Customers who experience high-quality service tend to show intentions to revisit and recommend the hotel to others. This research is expected to contribute academically to the development of studies on customer experience and omnichannel strategies in the hospitality industry, as well as provide practical insights for hotel management in designing service strategies oriented toward enhancing customer loyalty.