Implementation of Foreign Language Skills in Guest Relations to Increase Loyalty of International Guests

Abstract

The growth of Indonesia's tourism sector, marked by a significant increase in the number of international tourist visits, has significantly boosted the hospitality industry, including the need for superior and communicative services. Hotels, as primary accommodation facilities, face challenges in providing responsive services to international guests with diverse cultural and linguistic backgrounds. This study aims to analyze the implementation of foreign language skills by Guest Relations Officers (GROs) in enhancing international guest loyalty at Hotel Borobudur Jakarta. Using a qualitative descriptive approach, data were collected through direct observation, in-depth interviews, and field documentation. The results indicate that foreign language skills, particularly in the context of intercultural communication competence (ICC), play a crucial role in building emotional closeness, enhancing interaction quality, and creating a personalized and satisfying stay experience. These skills also support the SERVQUAL service quality dimension and contribute to the formation of guest loyalty from the cognitive to the action stages as described in Oliver's (1999) customer loyalty theory. These findings underscore the importance of broader foreign language training for GROs to be able to meet international guest expectations and strengthen the hotel's position as an internationally recognized service provider.