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dc.contributor.author
Barmpa, Anastasia
en
dc.date.accessioned
2018-04-11T09:42:12Z
dc.date.available
2018-04-12T00:00:23Z
dc.date.issued
2018-04-11
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29005
dc.rights
Default License
dc.subject
Hotel distribution mix
en
dc.title
How can a Hotel increase its Direct bookings? The Case Study of a Hotel in Bulgaria
en
heal.type
masterThesis
en_US
heal.creatorID.email
a.barmpa@ihu.edu.gr
heal.generalDescription
This paper examines the net earnings from the different marketing channels for the Hotel under investigation. It aims to demonstrate its distribution mix, investigating the effects and the profit of its distribution pie. In fact, it assesses the impact of Direct bookings, Online Travel Agencies bookings and Tour Operators bookings, regarding their profitability. This study is motivated by the profound analysis of the existing relationships between occupancy rates and room revenues. In the end, it aims to illuminate ways with which direct bookings can be increased, making marketing propositions according to the survey’s results.
en
heal.classification
Hospitality - Hotel Distribution Mix
en
heal.keywordURI.LCSH
Hospitality industry--Management
heal.keywordURI.LCSH
Hotel management--Case studies
heal.keywordURI.LCSH
Hotel management--Bulgaria
heal.keywordURI.LCSH
Hospitality industry--Management--Case studies
heal.contributorName
Barmpa, Anastasia
en
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Hospitality and Tourism Management
en_US
heal.publicationDate
2017-12-23
heal.abstract
This paper examines the net earnings from the different marketing channels for the Hotel under investigation. It aims to demonstrate its distribution mix, investigating the effects and the profit of its distribution pie. In fact, it assesses the impact of Direct bookings, Online Travel Agencies bookings and Tour Operators bookings, regarding their profitability. This study is motivated by the profound analysis of the existing relationships between occupancy rates and room revenues. In the end, it aims to illuminate ways with which direct bookings can be increased, making marketing propositions according to the survey’s results. Previous research and studies indicate that hotels have always used intermediaries, such as Travel Agents and Tour Operators, to facilitate their distribution function. The Literature offers a descriptive account of how OTAs have gradually become a common way of booking hotel rooms, focusing on the latest hotel trend which tries to counteract OTAs’ popularity, enforcing a direction towards disintermediation. Synthesizing the latest hotel trends regarding distribution, this research adopts a deductive approach, conducting an in-depth analysis of a single Hotel case. Consequently, it examines a recent phenomenon, focusing on its implementation and results in real life context. This study advances our understanding of hotel distribution mix and profitable tactics. The research illustrates a unique case, gathering significant data and highlighting useful marketing suggestions regarding future reservations. The findings from the research show that the impact of direct bookings on profits is more complex than previously assumed, addressing the controversial relationship between occupancy and profitability. The study suggests that ADR is the key factor influencing the Hotel’s fruitful development. Contrary to established assumptions, it is proved that TOs and OTAs revenues are remarkable for the Hotels, as well. However, Direct bookings’ powerfulness is also underlined. The study outlines ways to increase the Hotel’s direct bookings, supported also by its own Google Analytics small complementary study. Practical ways ready to be put in action are highlighted, always focusing on the Hotel’s healthy distribution mix, which should not be unsettled; it would better be adapted in the new facts and needs.
el
heal.advisorName
Katsaliaki, Korina
el
heal.committeeMemberName
Laspita, Stavroula
en
heal.committeeMemberName
Kyrgidou, Lida
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.spatialCoverage
Bulgaria
en
heal.temporalCoverage
4 months
en


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