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An Alternative to Online Travel Agencies for Retention of Hotel Customers

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016

Author

Listed:
  • Bonazzi, Riccardo
  • Schegg, Roland

Abstract

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.

Suggested Citation

  • Bonazzi, Riccardo & Schegg, Roland, 2016. "An Alternative to Online Travel Agencies for Retention of Hotel Customers," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 10-15, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr16:183695
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    File URL: https://www.econstor.eu/bitstream/10419/183695/1/02-ENT88-Bonazzi.Schegg-10-15.pdf
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    References listed on IDEAS

    as
    1. Miriam Scaglione & Roland Schegg, 2015. "The Impact of Attribute Preferences on Adoption Timing of Hotel Distribution Channels: Are OTAs Winning the Customer Race?," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 681-693, Springer.
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    Cited by:

    1. Ivaylo Ivanov, 2020. "The Impact Of Ota €“ Transforming Contemporary Tourists' Intentions," Economics & Law, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 2(2), pages 50-61.

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      More about this item

      Keywords

      online travel agency; hotel; business model innovation; tourism;
      All these keywords.

      JEL classification:

      • L8 - Industrial Organization - - Industry Studies: Services
      • Z3 - Other Special Topics - - Tourism Economics

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