Increasing Direct Booking in Hotels
Morales, Tara (2017)
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017092115300
https://urn.fi/URN:NBN:fi:amk-2017092115300
Tiivistelmä
The aim of this study is to offer suggestions on how hoteliers can improve their processes to increase bookings made through hotel websites otherwise known as direct booking. The research discusses the impact of consumer behaviour, searching information from various sources, marketing channels and the impact of Online Travel Agencies on direct booking in hotels.
The research is a quantitative study. A survey that contained several questions about a traveller’s accommodation booking preferences was used as the tool to gather data. There was a mix of both local Finnish participants and international participants. The survey was handed to the participants either offline, in paper form, or online through the internet. There was a total of 122 participants of which 66 were offline answers and 56 were online answers.
Competition is evident amongst travel company services. The presence of Online Travel Agencies has affected the statistics of accommodation booking in hotel websites. The results showed that there is a greater number of online hotel bookings made through Online Travel Agencies with 48% (Figure 12) of indirect bookings than hotel websites with only 20% (Figure 11) of direct booking. Therefore, hoteliers should consider understanding their consumers to make changes accordingly to increase direct booking statistics.
In conclusion, there is an urgent need for hoteliers to develop their booking services. They should understand the market to keep up with the competition. They should understand and consider implementing consumers’ preferences and suggestions on accommodation booking to increase direct booking.
The research is a quantitative study. A survey that contained several questions about a traveller’s accommodation booking preferences was used as the tool to gather data. There was a mix of both local Finnish participants and international participants. The survey was handed to the participants either offline, in paper form, or online through the internet. There was a total of 122 participants of which 66 were offline answers and 56 were online answers.
Competition is evident amongst travel company services. The presence of Online Travel Agencies has affected the statistics of accommodation booking in hotel websites. The results showed that there is a greater number of online hotel bookings made through Online Travel Agencies with 48% (Figure 12) of indirect bookings than hotel websites with only 20% (Figure 11) of direct booking. Therefore, hoteliers should consider understanding their consumers to make changes accordingly to increase direct booking statistics.
In conclusion, there is an urgent need for hoteliers to develop their booking services. They should understand the market to keep up with the competition. They should understand and consider implementing consumers’ preferences and suggestions on accommodation booking to increase direct booking.