Increasing Room Occupancy Through Online Travel Agent (OTA) at Wana Karsa The Villas Ubud

Abstract

The development of science and technology has driven rapid progress in communication technology, information systems, and social media, which are increasingly favored by society. This advancement provides convenience in various activities, such as shopping, booking transportation tickets, and making accommodation reservations online. One of the innovations that supports this convenience is the online travel agent (OTA), a digital platform that provides online travel booking services, including tickets and hotel reservations. This study applied a qualitative methodology using data collection techniques such as interviews, documentation, and literature review, involving five staff members at Wana Karsa The Villas Ubud. Data analysis was conducted using a descriptive method through the processing of the collected data. The results of the study indicate that Wana Karsa The Villas Ubud utilizes three OTA platforms: Booking.com, Agoda, and Tiket.com. Among these platforms, Booking.com contributed the highest number of room sales, totaling 1,075 rooms within a six-month period. Meanwhile, Agoda contributed 159 rooms, and Tiket.com contributed 121 rooms. Overall, the total number of rooms sold through OTA platforms reached 1,355 rooms or 68%, while direct sales without OTA platforms accounted for 217 rooms or 11%. The total number of rooms sold during the research period was 1,572 rooms. Therefore, it can be concluded that cooperation with online travel agents (OTAs) plays a significant role in increasing room sales at Wana Karsa The Villas Ubud, contributing 68% of the total sales.