The Effectiveness of Sales Service Personalization in Enhancing MICE Guest Satisfaction at Hotel Platinum Adisucipto Yogyakarta

¹ Information System, Universitas Bina Sarana Informatika, Indonesia
² Hospitality, Universitas Bina Sarana Informatika, Indonesia

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Abstract

This study aims to analyze the influence of service personalization implemented by the Sales team on the satisfaction of MICE (Meeting, Incentive, Convention, and Exhibition) guests at Hotel Platinum Adisucipto Yogyakarta. A descriptive qualitative approach was employed, with data collected through observation, document review, literature study, and in-depth interviews with five informants from the hotel’s Sales and Marketing division. The results indicate that the service stages—including initial communication with guests, preparation and delivery of offer and confirmation letters, as well as the development of Banquet Event Orders (BEO) and Group Resumes—represent a systematic implementation of service personalization. Despite challenges such as interde-partmental miscommunication, last-minute guest requests, and limited human resources, the hotel successfully addressed these issues through regular coordination, internal adjustments, and the effective use of communication technology. The findings conclude that the Sales team’s service personalization strategy makes a significant contribution to creating a positive experience and enhancing MICE guest satisfaction. Therefore, strengthening interdepartmental coordination and improving service capacity are recommended as continuous efforts to maintain and increase customer satisfaction.