Business Model Canvas Hotel NYC
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Abstract
Penelitian ini bertujuan untuk mengevaluasi dan merancang model bisnis Hotel NYC dengan menggunakan kerangka Business Model Canvas (BMC). Penelitian ini menggunakan pendekatan kualitatif deskriptif dan tehnik pengumpulan data menggunakan tehnik wawancara. Hasil penelitian dari identifikasi BMC yang ada saat ini, pada elemen customer segment ditetapkan target utama adalah millennial dan first jobber, dan memperluas customer segment ke pelanggan korporasi dengan merekrut tenaga pemasaran khusus untuk menangani pelanggan korporasi. Pada elemen Channel penggunaan social media diperluas dan menggunakan social media agency sebagai pengelola konten. Untuk elemen Revenue Streams, akan dibuatkan paket yang sekarang sedang menjadi gaya hidup yaitu shortgateaway, staycation, dan paket special moment untuk millennial antara lain Bridal Shower Party dan paket pernikahan. Pada elemen Key Resources, akan memanfaatkan ruangan yang masih belum digunakan menjadi communal area tambahan dan dapat digunakan untuk acara gathering perusahaan atau acara pernikahan. Elemen Key Partnership akan tetap bekerjasama dengan Virtual Hotel Operator dan menambah kerjasama dengan Online Travel Agent seperti Expedia dan Traveloka. Pada elemen Cost Structures, akan menambahkan cadangan biaya untuk pemeliharaan bangunan dan perlengkapan.
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