The pricing strategy and sales through online travel agency (OTA) at Odua Weston Hotel, Jambi

Ang, Clinton (2021) The pricing strategy and sales through online travel agency (OTA) at Odua Weston Hotel, Jambi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

One of the most frequently considered factors before a customer purchases a product/service is the price. With the ongoing trend of hotel booking via Online Travel Agency, this research is conducted with the objective to understand the impact of pricing strategies toward hotel room sales through OTA in Odua Weston Hotel, Jambi. Hospitality product is intangible and perishable by nature, in which customers often use pricing as an informational reference regarding the service quality, value, and satisfaction before purchasing the service product. This research is conducted using a qualitative research design with a descriptive and exploratory approach. The primary object of this research is the room sales of Odua Weston Hotel Jambi from 2019 – 2020 with the information gathered from the Corporate Revenue Manager of PT HMJII and Sales Manager of Odua Weston Hotel Jambi. The research showed that despite the low hotel demand caused by Covid-19 in 2020, a decrease in price through OTA could recover the performance of the hotel room sales, generating a total of 85% of total room sales that are sold in the previous year. The recommendation for the company is to reconsider the risk of overbooking when deciding on the pricing and reliance of the room sales through OTA, especially on the high season as a lower price will create a high demand and when the demands are out of the establishment’s capabilities it could lead into dissatisfaction and bad reputation towards the establishment/Salah satu faktor yang paling sering dipertimbangkan oleh pelanggan sebelum membeli sebuah produk / servis adalah harga. Dengan tren yang sedang berlangsung dimana pemesanan hotel selalu dilakukan melalui platform Online Travel Agency, penelitian ini dilakukan dengan tujuan untuk mengerti akan pengaruh strategi harga terhadap penjualan kamar melalui OTA di Hotel Odua Weston, Jambi. Produk Hospitality ialah tidak berwujud dan fana, sehingga pelanggan sering menggunakan harga sebagai penentu kualitas pelayanan, nilai serta kepuasan yang akan didapat sebelum membeli produk servis tersebut. Penelitian ini dilakukan menggunakan metode kualitatif dengan pendekatan deskriptif dan eksploratif. Objek penelitian utama dari penelitian ini adalah penjualan kamar Hotel Odua Weston Jambi dari tahun 2019 – 2020 dimana informasinya didapat melalui Corporate Revenue Manager PT. HMJII dan Sales Manager dari Hotel Odua Weston, Jambi. Penelitan ini menunjukkan bahwa walaupun Covid-19 menyebabkan tren demand hotel yang rendah pada tahun 2020, pengurangan harga melalui OTA dapat memulihkan peforma total penjualan kamar, menghasilkan sampai dengan 85%dari total penjualan kamar tahun lalu. Rekomendasi untuk perusahaan ialah untuk mengantisipasi resiko overbooking ketika hendak menentukan harga dan ketergantungan terhadap penjualan melaui OTA, terlebih ketika sedang high season karena harga yang rendah akan menghasilkan demand yang tinggi dan ketika demand tersebut berada diluar kapabilitas hotel, dapat menyebabkan ketidakpuasan pada pelanggan dan menghasilkan reputasi buruk terhadap hotel.

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