The role of OTAs in Bali's tourism landscape: Maximizing hotel bookings

Ida Ayu Ketut Sumawidari; Ida Ayu Kade Werdika Damayanti; Nyoman Mastiani Nadra; Solihin Solihin

doi:10.58881/jcmts.v4i1.315

Authors

Ida Ayu Ketut Sumawidari Politeknik Negeri Bali, INDONESIA https://orcid.org/0009-0000-9395-6658
Ida Ayu Kade Werdika Damayanti Politeknik Negeri Bali
Nyoman Mastiani Nadra Politeknik Negeri Bali, INDONESIA
Solihin Solihin Politeknik Negeri Bali, INDONESIA

DOI:

https://doi.org/10.58881/jcmts.v4i1.315

Keywords:

Online Travel Agencies, OTA, hotel bookings, Bali tourism, booking strategies, revenue generation

Abstract

This study explores the pivotal role of Online Travel Agencies (OTAs) in maximising villa bookings within Bali's dynamic tourism landscape. The primary objective is to analyse how OTAs influence booking patterns, enhance visibility, and contribute to revenue generation for villa owners. Data collection involved a mixed-method approach, combining quantitative surveys distributed to villa owners and qualitative interviews with industry stakeholders. The analysis employed statistical techniques to identify trends in booking behaviour and thematic analysis to interpret qualitative insights. Findings indicate that OTAs significantly increase the reach of villa listings, facilitating access to a global audience. Additionally, the study reveals that strategic partnerships with OTAs can lead to improved occupancy rates and higher revenue per booking. However, challenges such as commission fees and market saturation are noted, necessitating a balanced approach to OTA utilisation. The conclusion underscores the importance of integrating OTA strategies with direct marketing efforts to optimise bookings while maintaining brand identity. This research contributes to the existing literature on tourism management and provides actionable insights for villa owners seeking to enhance their competitive edge in Bali's tourism market.

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