Title: OTA-based online marketing with contemporary trends of hotel industry

Authors: H.M. Moyeenudin; T. Milton; R. Anandan; R. John Williams

Addresses: School of Hotel and Catering Management, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Pallavaram, Chennai, India ' School of Hotel and Catering Management, Vels Institute of Science, Technology and Advanced Studies (VISTAS) Pallavaram, Chennai, India; Department of Tourism and Hospitality Management, Bharath Institute of Higher Education and Research, Chennai, India ' Department of Computer Science and Engineering, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai, India ' School of Hotel and Catering Management, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Pallavaram, Chennai, India

Abstract: As digital marketing have become a new trend in the existing and future strategies of the hotel and tourism industry, accommodation at hotels are highly influenced by guest reviews through social media and other online tools like social media marketing (SMM) are used to increase the room occupancy. In addition, hotels can also attract tourist and business guests by search engine optimisation (SEO) of their hotel websites through Google adds as a part of search engine marketing (SEM). This influences the hotel guests to propel their reviews online. However, the behaviour of hotel guests may vary in conduct and may change according to their requirements during their visit. This research targets on finding the sources of hotel occupancy through various marketing tools that is used in luxury hotels, secondly it focuses on sources that provide maximum occupancy, like online travel agents (OTA), hotel websites, hotel apps, tour operators and travel agents in comparison with traditional methods, on anticipation of knowing the strategies followed in hotel. Nevertheless, traditional marketing is not the only source for guest occupancy in hotels.

Keywords: online travel agent; OTA; search engine optimisation; SEO; mobile app; hotel marketing.

DOI: 10.1504/IJSGGC.2024.140406

International Journal of Smart Grid and Green Communications, 2024 Vol.2 No.3, pp.209 - 216

Received: 11 Mar 2022
Accepted: 20 Jun 2022
Published online: 07 Aug 2024 *

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