Key Account Management Strategies of Trip.com in Collaboration with 4- and 5-Star Hotels in Kuta, Bali
DOI:
https://doi.org/10.58982/injogt.v7i1.1126Keywords:
Key account management, online travel agency, gross merchandize valueAbstract
Purpose: This study examines the implementation of Key Account Management (KAM) strategies by Trip.com in its partnerships with 4- and 5-star hotels in Kuta, Bali.
Research methods: Using a qualitative approach, data were collected through semi-structured interviews, focus group discussions (FGDs), observations, and document analysis with Trip.com market managers and hotel sales representatives. The analysis reveals that while Trip.com applies KAM principles such as strategic account selection, joint planning, and performance monitoring, the benefits are unevenly perceived due to variations in engagement, resource allocation, and strategic alignment.
Findings: The findings emphasize the importance of trust, transparent communication, technological integration, shared goals, and customized marketing support. The study proposes an optimal partnership model grounded in the Input–Process–Output–Outcome (IPOO) framework, integrating strategic inputs, coordinated processes, measurable outputs, and sustainable outcomes.
Implication: This research contributes to tourism business literature by providing a structured framework for OTA–hotel collaboration and practical insights to enhance KAM effectiveness in competitive hospitality markets
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