BENCHMARKING AND PRODUCT DEVELOPMENT OF HOTEL ATTRIBUTES: A CASE STUDY IN 3 STAR HOTELS IN JAKARTA

Abstract

The hospitality industry in Jakarta has always been a very competitive field and it forces 3
star hotel managers to analyze internally and externally. This study helps to provide
information for 3 star hotel managers with benchmarking hotel attributes method in five 3
star hotels in Jakarta and analyze the strategy management of 3 star hotel using product
development. We used a qualitative approach in this study. Methods of collecting data were
through a questionnaire, interviews, and observations. The results of this study show some
attributes like rooms (physical), hotel (physical) and food that affect hotel selection and
product development can become the effective way to achieve competitive advantage in the
hotel industry. The research results revealed customers prefer to stay in a comfortable hotel
over price. There are several studies that apply benchmarking as their research method,
however, it has never been applied in the hospitality industry