An alternative to online travel agencies for retention of hotel customers

Bonazzi, Riccardo (University of Applied Sciences and Arts Western Switzerland (HES-SO Valais-Wallis)) ; Schegg, Roland (University of Applied Sciences and Arts Western Switzerland (HES-SO Valais-Wallis))

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.


Mots-clés:
Type de conférence:
full paper
Faculté:
Economie et Services
Ecole:
HEG - Valais
Institut:
Institut Entrepreneuriat & Management
Classification:
Economie/gestion
Adresse bibliogr.:
Rovinj, Croatia, 8-9 September 2016
Date:
Rovinj, Croatia
8-9 September 2016
2016
Pagination:
6 p.
Publié dans
Proceedings of Entreprise Research Innovation (ENTRENOVA) conference 2016
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 Notice créée le 2016-11-08, modifiée le 2018-12-07

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