“Hotel – OTA” interaction and its influence on the optimization of urban hotels’ distribution channels

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“Hotel – OTA” interaction and its influence on the optimization of urban hotels’ distribution channels

Authors
  • Atanasova, Irina
  • Ivanov, Ivaylo
Type
Published Article
Journal
SHS Web of Conferences
Publisher
EDP Sciences
Publication Date
Dec 16, 2021
Volume
129
Identifiers
DOI: 10.1051/shsconf/202112906001
Source
EDP Sciences
Keywords
Disciplines
  • Digital Platforms and Multimedia
License
Green
External links

Abstract

Research background: The interaction between hotels and the online travel agencies (OTAs) influences the hotel sales, creating dependencies, which the hotel managers are reluctant to accept. The indicators that evaluate urban hotel sales in Bulgaria in the scope of partnership with OTA are examined. The influence of the modern digital tools to enhance business performance results is reviewed. Purpose of the article: Focusing on Bulgarian urban hotels, the research measures the impact of diverse factors for shaping an adequate business model of an urban hotel. The effect of the share of the hotel sales via OTA platforms, the number of OTAs used, the occupancy rate, the RevPAR and the Booking.com rating score is considered. Finding an appropriate model for digital behavior of urban hotel enterprises is one of the aims of the survey. Methods: A questionnaire distributed among urban hotels situated in industrial towns of Bulgaria is conducted. Linear regression and logistic regression methods are applied for the purpose of the study. Findings & Value added: The importance of channel manager technology for business metrics in this sector is concerned. Three generalized hotel operating models are extracted. It is concluded that there is a necessity for constant management and review of the hotel - OTA relations.

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