Strategy to increase domestic and international direct bookings for a hotel: case company X
Kisliakova, Iuliia (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022102421577
https://urn.fi/URN:NBN:fi:amk-2022102421577
Tiivistelmä
Nowadays, online competition for guests is stronger than ever. The dominant power of
online travel agencies is a real challenge for any hotelier. X hotel is determined to minimize indirect bookings and avoid paying high commissions to third intermediaries.
The thesis was commissioned by X hotel. The X hotel is a stylish Finnish boutique hotel
with around thirty designer rooms. It is located in the city center of X municipality outside the capital region. The X hotel was founded in 20XX by Finnish entrepreneurs.
This thesis focuses on direct and indirect hotel bookings. The key points of the research include the development of distribution channels, market competition, and customer behavior analysis, along with Google Ads analytics. The main research objective is to suggest solutions to the upsurge in local and global direct bookings.
The research method used for this thesis paper is quantitative. Secondary data was
collected from various business and academic literature sources. The statistics were
based on data from Apaleo PMS, Benchmarking Alliance, and Google Ads.
The results gained from the research show that the X hotel’s direct bookings account for
more than half of the entire reservations. Still, an efficient marketing plan, personalization and social media engagement could increase the share of the hotel’s direct bookings.
online travel agencies is a real challenge for any hotelier. X hotel is determined to minimize indirect bookings and avoid paying high commissions to third intermediaries.
The thesis was commissioned by X hotel. The X hotel is a stylish Finnish boutique hotel
with around thirty designer rooms. It is located in the city center of X municipality outside the capital region. The X hotel was founded in 20XX by Finnish entrepreneurs.
This thesis focuses on direct and indirect hotel bookings. The key points of the research include the development of distribution channels, market competition, and customer behavior analysis, along with Google Ads analytics. The main research objective is to suggest solutions to the upsurge in local and global direct bookings.
The research method used for this thesis paper is quantitative. Secondary data was
collected from various business and academic literature sources. The statistics were
based on data from Apaleo PMS, Benchmarking Alliance, and Google Ads.
The results gained from the research show that the X hotel’s direct bookings account for
more than half of the entire reservations. Still, an efficient marketing plan, personalization and social media engagement could increase the share of the hotel’s direct bookings.