Analisis Strategi Penentuan Kuota dan Tarif Kamar Hotel Melalui Online Travel Agencies : Studi Kasus Hotel XYZ Surabaya

Dengan mengambil studi kasus Hotel XYZ Surabaya, penelitian ini bertujuan untuk merancang strategi penentuan kuota dan tarif kamar hotel melalui Online Travel Agencies (OTA) secara efektif dan efisien dalam rangka memangkas biaya pemasaran serta meningkatkan target profit dan target hunian hotel. Penelitian ini menggunakan metode customer obtainment cost analysis (NetRevPAR) dan Hubbart formula. Hasil penelitian berdasarkan metode NetRevPAR adalah teridentifikasi OTA yang memberikan profit per kamar paling kecil pada pihak hotel dalam jangka waktu enam bulan, yakni Expedia dan Hostelworld. Implikasi manajerial pilihan pertama adalah memutuskan kerja sama dengan OTA Expedia dan Hostelworld, pilihan kedua adalah membuka hubungan kerja sama baru dengan OTA AirBnb, demikian pihak hotel dapat melakukan perjanjian kontrak yang baru mengenai penerapan strategi penentuan kuota dan tarif kamar yang baru pada pihak OTA secara efektif dan efisien. Sedangkan hasil penelitian berdasarkan metode Hubbart formula adalah rancangan tarif hunian rata – rata harian (ADR) sebesar Rp 155.000,00 untuk memenuhi perencanaan target profit hotel sebesar 24 % dan target hunian hotel sebesar 90 % per bulan, menghasilkan rancangan pengenaan tarif baru untuk kamar single sebesar Rp 135.000,00 per malam, dan untuk kamar double sebesar Rp 230.000,00 per malam. Implikasi manajerialnya adalah dengan penerapan rancangan pengenaan tarif kamar yang baru, diharapkan terjadi peningkatan hunian kamar hotel menjadi 90 % per bulan, sehingga terjadi peningkatan profit hotel mencapai 24 %. Penelitian ini terbatas pada Hotel XYZ Surabaya dan empat pihak OTA (Traveloka, Pegipegi, Expedia, Hostelworld). Beberapa penelitian ada untuk identifikasi pendapatan hotel melalui OTA dan penentuan tarif sewa kamar hotel. Penelitian ini menunjukkan rancangan strategi penentuan kuota dan tarif kamar hotel melalui OTA secara efektif dan efisien mengenai pemangkasan biaya pemasaran serta peningkatan target profit dan target hunian hotel. ================================================================================================ By taking the XYZ Hotel case study in Surabaya, this study aims to design a strategy for determining hotel room allotments and rates through Online Travel Agencies (OTA) effectively and efficiently in order to cut marketing costs and increase hotel profit targets and occupancy targets. This study uses the method of customer obtainment cost analysis (NetRevPAR) and Hubbart formula. The results of the study based on the NetRevPAR method were identified as OTAs that gave the smallest profit per room to the hotel in a period of six months, namely Expedia and Hostelworld. The managerial implication of the first option is to end the cooperation relationship with OTA Expedia and Hostelworld, the second option is to open new cooperative relationships with OTA AirBnb, thus the hotel could enter into a new contractual agreement regarding the implementation of a new room allotments and room rates determination strategies for OTA parties effectively and efficiently. While the results of research based on the Hubbart formula method are the design of Average Daily Rates (ADR) of Rp 155,000.00 to meet the planned hotel profit target of 24 % and the hotel occupancy target of 90 % per month, resulting in a new tariff design for single rooms amounting to Rp 135,000.00 per night, and for a double room Rp 230,000.00 per night. The managerial implication is that with the adoption of a new room rate design, it is expected that there will be an increase in hotel room occupancy to 90 % per month, resulting in an increase in hotel profits reaching 24 %. This research was limited to XYZ Hotel in Surabaya and four OTA parties (Traveloka, Pegipegi, Expedia, Hostelworld). Few studies exist to the identification of hotel revenues through OTA and the determination of hotel room rental rates. This study addresses the design of a strategy for determining the hotel room allotments and rates through OTA effectively and efficiently regarding the reduction of marketing costs as well as the increase in hotel profit targets and occupancy targets