Optimalisasi Peran Front Desk Agent dalam Strategi Upselling Produk Food and Beverage di Silkroad Dinner Buffet Hotel Ciputra Jakarta

Abstract

The hotel industry continues to grow rapidly in line with the increasing needs of tourists for accommodation and services, including the rising demand for food & beverage products. Therefore, the role of the front desk agent as an information centre, explaining hotel products through the practice of upselling, is essential. This title was chosen because of the importance of the front desk agent’s role in implementing upselling strategies for food & beverage products. This study aims to explore and analyse the strategic role of the Front Desk Agent in optimising upselling strategies for food & beverage products, particularly in the promotion of the Silk Road Dinner Buffet at Hotel Ciputra Jakarta. The research method used is qualitative, through in-depth interviews, participatory observation, and internal hotel documentation. The results of this study demonstrate the front desk agent's role as an effective communicator (information provider), a builder of guest relationships (customer engagement), and a strategic actor in upselling the Silk Road Dinner Buffet. Thus, this research contributes to the contextual development of the front desk agent’s role in upselling food and beverage products amidst the growth of the hotel industry