Examining the Effects of Online Travel Agents on Room Revenue

Abstract

Purpose of the study: This study aims to determine the impact of online travel agent distribution channels on the Revenue Per Available Room (RevPAR) at Aloft Bali Seminyak over two years (2021-2022). Methodology: This study employs classical assumption tests, simple linear regression tests, t-tests, and coefficient of determination tests. These analyses were performed using IBM SPSS version 25 software. Main Findings: The study found that online travel agent distribution channels significantly influence RevPAR at Aloft Bali Seminyak. The impact, quantified at 59%, is considered strong or high, leaving 41% potentially influenced by factors not evaluated in this study. Applications of the study: The findings of this study are applicable in the hospitality industry, specifically to hotel operations and revenue management. Additionally, they can assist online travel agencies in understanding their influence on hotel revenues. Novelty/Originality of the study: This study presents novel insights into the substantial influence of online travel agent distribution channels on hotel revenue, specifically RevPAR. It advances existing knowledge by quantifying this impact and opens the door for further exploration of the remaining 41% of unexplained influence.