Abstract
ABSTRACT Customers have ample opportunities regarding channels to use to book a hotel room: offline and online. In the online world, the options are using the hotel’s website, referred to as the brand website, or third party internet sites like online travel agencies (OTAs). The primary objective of this article is to explore the motivators and factors that influence customers in booking hotel rooms through a brand website. Additionally, the study aims to derive insights from the exemplary practices employed by online travel agencies that contribute to their significant share in capturing online bookings. This study relies on the opinions from 110 participants who frequently reserve their hotel accommodations through Booking.com, booking more than once annually for leisure or vacation purposes. Using an online booking channel requires that the booking tool is perceived as user-friendly and trustworthy and offers a comparison of prices. The benefits of a loyalty programme, integration with other travel-related services and hotels paying commissions are the least important to customers. The primary motivator to book via a brand website is the personal contact and the best price. To achieve this, the hotel needs to make sure that the website is easy to use, offers possibilities for comparison of prices and reviews, is mobile friendly and accepts other payments besides credit cards. Currently, a primary disappointment is the quality of the brand website and, therefore, being perceived by the customer as not user-friendly. Hotels should analyse their brand website’s five elements: room price, payment options, user-friendliness, trustworthiness, reputation and visuals to encourage bookings and enhance customer experience.
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