Integrating Online and Offline Travel Agents to Increase Revenue at Holiday Resort Lombok
DOI:
https://doi.org/10.58982/rfhmfc54Kata Kunci:
online travel agent, offline travel agent, management strategy, revenue management, hotel industryAbstrak
Purpose: This study aims to analyze the integration strategy between online (OTA) and offline travel agents to increase occupancy and revenue at Holiday Resort Lombok through a technology-based distribution strategy and revenue management approach.
Research Method: This study used a qualitative approach with a case study design at Holiday Resort Lombok. Data was collected through interviews, operational observations, and internal document analysis, then analyzed thematically to identify the impact of online (OTA) and offline travel agent integration strategies on hotel performance.
Findings: The results show that the integration of online (OTA) and offline travel agents can increase hotel occupancy and revenue through more effective distribution management strategies. OTAs play a role in increasing visibility and bookings, while offline travel agents maintain the stability of the corporate and group series markets. However, challenges such as high OTA commissions and rate disparities remain a concern in hotel distribution management.
Implication: This study recommends strengthening the integration of distribution systems and balancing the roles of online (OTA) and offline travel agents to improve revenue management effectiveness, profitability, and enhance global competitiveness.
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