The Influence of Online Travel Agents (OTAs) on Hotel Room Sales Performance

Abstract

This study aims to examine and analyze the influence of Online Travel Agents (OTAs) on hotel room sales performance by reviewing several important aspects such as online visibility, pricing competitiveness, customer reviews, and ease of booking access. This research applies a quantitative approach. The total sample in this study consisted of 100 respondents, including hotel management staff and customers who have made hotel reservations through OTA platforms. The sample size was determined using the Slovin formula. Data collection was conducted using a probability sampling technique with a simple random sampling method. Hypothesis testing was carried out using multiple linear regression analysis with a confidence level of 95% (α = 0.05). The results of this study indicate that the utilization of Online Travel Agents has a positive and significant effect on hotel room sales performance. Partially, online visibility has a significant influence on increasing room bookings. Pricing competitiveness shows a positive effect on customers’ booking decisions. Customer reviews also play an important role in influencing hotel room sales. Furthermore, ease of access to booking features significantly affects the increase in hotel occupancy rates. Simultaneously, these four factors significantly influence hotel room sales performance. These findings indicate that optimizing OTA platforms can be an effective strategy for improving hotel marketing performance and increasing room sales.