SHS Web Conf.
Volume 129, 2021The 21st International Scientific Conference Globalization and its Socio-Economic Consequences 2021
|Number of page(s)
|Digital Platforms and Multimedia
|16 December 2021
“Hotel – OTA” interaction and its influence on the optimization of urban hotels’ distribution channels
1 South-West University “Neofit Rilski”, Faculty of Economics, 60 Ivan Mihailov str., Blagoevgrad, 2700, Bulgaria
2 South-West University “Neofit Rilski”, Faculty of Tourism, 60 Ivan Mihailov str., Blagoevgrad, 2700, Bulgaria
* Corresponding author: email@example.com
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.
Key words: hotel / OTA / channel manager / price / Booking.com
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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