Hotel Strategy in the Online Travel Agents Era:Empirical Evidence of Consumer Preferences from Conjoint Analysis
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The rapid development of digital technology has significantly transformed consumer behaviour in hotel bookings, with Online Travel Agencies (OTAs) becoming the dominant channel in Indonesia’s hospitality industry. While previous studies have examined individual factors such as price, trust, or application features, limited research has explored the combined influence of multiple attributes on consumer decision-making, particularly within domestic OTA platforms. To address this gap, this study investigates consumer preferences in hotel booking through OTAs by employing conjoint analysis. Data were collected from 78 respondents who had booked accommodations via Traveloka or Tiket.com at a three-star hotel in Jakarta. The findings reveal that room price is the most influential attribute (31.34%), followed by hotel location (17.24%), promotions (13.79%), and application features (10.34%). Specifically, consumers exhibit strong preferences for affordable prices, hotels located near travel destinations, flexible payment and cancellation options, and seasonal or cultural promotions. Model validation using Pearson’s R (0.912) and Kendall’s Tau (0.854) confirms the robustness and predictive accuracy of the conjoint model. This research contributes to digital marketing and hospitality literature by highlighting the multidimensional nature of consumer decision-making in OTA contexts. Practically, the findings provide strategic insights for hotels to optimize pricing, location communication, digital transaction features, and context-based promotions to strengthen competitiveness in the evolving online travel market.
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