This research aims to find out the role of front office service quality in winning the competitive hotel market. The study at the Grand Mercure Malang Mirama Hotel. The focus of this research is to explain how service quality has competitiveness with other competitors. The subjects of this research were employees of the Front Office department at the Grand Mercure Malang Mirama Hotel. With the experience and knowledge that Front Office employees have, of course they can create good quality service and meet the standards expected by consumers. Apart from that, they as employees in the Front Office department are expected to be able to provide information and knowledge regarding the quality of service they have. The data analysis techniques used in this research are data reduction, data presentation, and drawing conclusions. Meanwhile, the data collection methods we use are interviews, observation and data documentation. The results of this research are how service quality can increase the competitiveness of a company, especially services in order to win the competition for hotel market share in Malang City, especially for the Grand Mercure Malang Mirama Hotel. In this way, of course the quality of service can improve the quality of competitiveness at the Grand Mercure Malang Mirama Hote
