An Alternative to Online Travel Agencies for Retention of Hotel Customers

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  • Riccardo Bonazzi University of Applied Sciences Western Switzerland (HES-SO Valais/Wallis)
  • Roland Schegg University of Applied Sciences Western Switzerland (HES-SO Valais/Wallis)

Klíčová slova:

online travel agency, hotel, business model innovation, tourism

Abstrakt

This paper describes a service that allows hotels to reduce their dependency form online travel agencies, such as Booking.com or Expedia. Online travel agencies are extremely helpful to increase the number of new reservations of most hotels, but they seem to be less effective for niche hotels that seek for recurring customers. By following the guidelines for design research, we seek to develop a new online service, which combines existing solutions to (1) acquire new clients, (2) book a room on the website of the hotel and (3) retain the customer after service delivery. We illustrate a case study of a hotel, which has reduced the number of clients obtained via Booking.com by following our guidelines.

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Reference

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Stahování

Publikováno

2016-10-31

Jak citovat

Bonazzi, R., & Schegg, R. (2016). An Alternative to Online Travel Agencies for Retention of Hotel Customers. ENTRENOVA - ENTerprise REsearch InNOVAtion, 2(1), 219–224. Získáno z https://hrcak.srce.hr/ojs/index.php/entrenova/article/view/14216

Číslo

Sekce

Industrial Organization