Impact of Online Travel Agency Bookings on Hotel Room Revenue

Author(s)	Ms. Adwitiya Roy, Abhinav Mishra
Country	India
Abstract	This study examines the impact of OTA bookings on hotel room revenues, focusing on five-star hotels like Oberoi, Leela, Radisson, and Lalit. Using a mixed-method approach, data was collected through structured questionnaires and literature reviews, analyzed via SPSS. Findings reveal that while OTAs boost visibility and occupancy, high commission rates (10%-30%) reduce net revenue. Hotels are investing in direct booking strategies, though OTAs remain crucial. Rate parity agreements limit pricing flexibility, influencing distribution strategies. A hybrid approach balancing OTAs and direct bookings proves optimal. Future research should explore evolving consumer behaviors, emerging technologies, and regulatory impacts on OTA-hotel relations.
Keywords	Keywords: online travel agencies, hotel revenue, commission structures, cost-effectiveness, booking strategies, profitability
Field	Sociology > Tourism / Transport
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-03-29

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International Journal For Multidisciplinary Research