Batu, en.SERU.co.id – Facing a steep decline in room occupancy during the holy month of Ramadan, the Indonesian Hotel and Restaurant Association (PHRI) chapter in Batu City is strategically shifting its focus toward non-Muslim market segments. This tactical move aims to preserve cash flow and cover ongoing operational costs despite the seasonal slowdown in visitor numbers
H. Sujud Hariadi SE, Chairman of PHRI Batu, explained that hotel occupancy in the city typically plummets to below 20% during Ramadan. The sharpest drops occur from the first week through the third week of the fasting month.
“Occupancy usually only starts to recover in the third week, when people begin their mudik (homecoming) travels and stop over at hotels. The first and second weeks are consistently quiet—this has become a regular cycle,” Sujud noted.
Beyond the usual seasonal pattern, this year’s downturn has been exacerbated by reduced government and institutional events at hotels due to national budget-efficiency policies. These cuts have placed additional pressure on the hospitality sector, which continues to bear high fixed operational expenses.
To address the challenge, PHRI is urging its members to pursue non-Muslim customers more aggressively through tailored programs, with retreat packages emerging as a flagship offering.
“Retreat programs targeting consumers outside the Muslim market are one effective way to support part of the hotels’ operational needs,” Sujud said.
The initiative has received strong backing from the Batu City Government. Onny Ardianto SSos MM, Head of the Batu City Tourism Office (Disparta), praised the expansion into non-Muslim segments as a smart survival strategy during the low season. The city administration has pledged support through digital marketing and cross-departmental collaboration.
“We actively promote iftar (breaking-the-fast) packages from hotels and restaurants via Disparta’s official social media channels. We are also encouraging other government departments to maintain partnerships with PHRI members despite current budget constraints,” Onny concluded.
This collaborative approach highlights a proactive effort by Batu’s tourism stakeholders to diversify revenue streams and ensure the resilience of the local hospitality industry during traditionally challenging periods. (dik/ono)
