Strategic Integration of N.E.W.A Concept: A Catalyst for Elevat- ing Direct Bookings via Website in the Hospitality Industry

Abstrak

Abstract: This research aims to explore the efficacy of implementing the N.E.W.A (Nature, Eco-Tourism, Wellness, and Ad- venture) concept as a sales and marketing strategy to enhance direct bookings through a hospitality website. Leveraging a mixed-methods approach, the study employed qualitative tools such as in-depth interviews with industry experts and a comprehensive review of existing literature to establish a conceptual foundation. Addi- tionally, quantitative data was collected through surveys distributed to potential customers to gauge preferences and expectations.The results reveal a positive correlation between the incorporation of the N.E.W.A concept and increased direct bookings. Customers express a growing inclination towards experiences that align with nature, eco-friendly practices, wellness offerings, and adventurous activities. The discussion emphasizes the significance of these findings in the context of contemporary consumer preferences, highlighting the potential of the N.E.W.A concept to serve as a distinctive selling point for hospitality establishments.In summary, the research underscores the practicality and relevance of adopting the N.E.W.A concept in the hospitality industry's sales and marketing strategies. The key findings contribute valuable insights to the field, offering a pathway for industry practitioners to not only meet evolving consumer demands but also to position their businesses strategically in the competitive landscape.
Keywords: N.E.W.A Concept; Hospitality Industry; Direct Bookings; Sales and Marketing Strategy; Consumer Preferences