The Implementation of Corporate Contract Rates on Guests Staying Decision at Hotel X Bandung

Abstract

This research analyses the implementation of corporate contract rates and their effect on guest staying decisions at Hotel X Bandung. The study was initiated following a decline in the proportion of the corporate segment, aiming to understand how contractual terms influence business-to-business booking behaviour. Using a quantitative descriptive approach, data were gathered from corporate decision-makers through a survey method. The analysis focused on key contractual dimensions, including responsibilities, performance criteria, and incentives, alongside the stages of the guest decision-making process. The results indicate that the implementation of corporate contract rates is highly effective and significantly influences the staying decisions of guests. Statistical evaluations confirmed a strong positive correlation, showing that professional contract management directly increases the probability of business bookings. Furthermore, the findings highlight that the hotel’s reputation and cost-efficiency are major factors in finalizing the decision to stay. The study concludes that corporate contracts are essential for maintaining occupancy stability. Management is advised to improve revenue transparency and introduce dynamic incentive layers to further motivate corporate partners and foster long-term loyalty.