International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 10, Issue 1, pp: (300-304), Month: April 2022 - September 2022, Available at: www.researchpublish.com Page | 300 Research Publish Journals Hotel Strategy Facing The Covid-19 Pandemic (Case Study: The Lovina Bali Resort) Putu Dio Artha Pratama 1 , Elga Astri Yuniar 2 , Ni Nyoman Kerti Yasa 3 1,2,3 Program Magister Manajemen, FEB Universitas Udayana, Bali, Indonesia DOI: https://doi.org/10.5281/zenodo.6719910 Published Date: 24-June-2022 Abstract: The Covid-19 pandemic has brought many changes to the world. One of the sectors directly affected is tourism. The impact on the tourism sector is due to the implementation of a travel ban policy and a large-scale social restriction policy, resulting in a decrease in domestic and foreign tourists. One that is closely related to the tourism sector is hospitality. This study aims to examine the management strategy of The Lovina Bali Resort in the Covid-19 pandemic situation. This research used descriptive qualitative methods with virtual interview techniques and a literature study. The informants selected in this study were HRD also as General Affairs. As a result, the strategy implemented by the hotel, in this case, The Lovina Bali Resort, is a generic service and communication strategy. This strategy is expected to be a reference for other hotels to survive during the Covid-19 pandemic. Keywords: Hotel, Strategic Management, Covid-19 Pandemic. I. INTRODUCTION Since the beginning of 2020, the whole world has been hit by the Covid-19 virus. Indonesia has been affected by this outbreak since March 2, 2019 [11] [28]. According to [18], Covid-19 is a collection of viruses that can infect the respiratory system. This virus often causes mild respiratory infections, such as the flu. This virus can also cause severe respiratory infections, such as lung infections (pneumonia). The spread of Covid-19 in Indonesia is increasingly widespread, and the number of exposed cases is increasing daily. The impact of the Covid-19 crisis has changed people's lives, and they must face new challenges in daily life [5][33]. The Covid-19 pandemic has had many changes in the world, starting from the weakening of the economy, implementing new habits, changing the education system, and so on. One of the affected economic sectors is tourism. Tourism is defined as a journey from one place to another, carried out individually or in groups to find balance or harmony and happiness with the environment becoming a social, cultural, natural, and scientific dimension [16]. The impact of the tourism sector is due to the implementation of policies prohibiting foreign nationals from visiting their countries and large-scale social restrictions policies, resulting in a decrease in domestic and foreign tourists. One closely related to the tourism sector is hospitality, which feels the impact of the current pandemic conditions. Marketing strategies carried out before the Covid-19 pandemic can be said to be effective in attracting hotel guests; adjustments must be made during the pandemic to restore public confidence in the tourism sector especially in hotels [27]. The policies implemented in Indonesia caused tourist attractions and hotels as the tourism sector to experience a decline. According to data from the Association of Indonesian Hotels and Restaurants, during March 2020, the decline in hotel visitors fell by almost 60 to 70 percent, which caused hotel revenues to fall sharply [30]. Based on a Hotels News Now report, the hotel sector has lost 5 million workers since February 2021, which is many times the global calculation [23]. According to [24], with the higher competition in the hospitality world, the hotel is also required to continue to advance and increase its consumers even during the Covid-19 pandemic crisis so that the hotel can benefit from its strategy. This pandemic has heavily impacted the hospitality industry; thousands of hotels have been forced to close due to difficulty surviving the situation with the lack of visitors, which is in line with the lack of income [22]. Thus, businesses in all travel and tourism sectors, including transportation services, hotels, entertainment, and restaurants, will be struck[29]. Data shows that there are 28,243 residential hotel and lodging business units in Indonesia, and 1,642 are closed [3].