Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi
Finna Auliya Azzahra Lubis
Sekolah Tinggi Ilmu Manajemen Sukma Medan
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Impact of Direct Reservations and OTAs on Grand City Hall Occupancy Finna Auliya Azzahra Lubis; Cece
JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Vol. 3 No. 4 (2026): April
Publisher : CV. Muris Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62421/jibema.v3i4.294

Abstract

The purpose of this study is to analyze the effect of bookings made through Direct Reservation and Online Travel Agent (OTA) channels on the room occupancy rate. This research adopts a quantitative approach by using internal hotel data recorded on a daily basis over a one-month observation period. The research variables comprise the total number of bookings generated through direct reservations and online travel agents as independent variables, while the room occupancy rate serves as the dependent variable. The data were analyzed using descriptive statistics and multiple linear regression to examine the relationship and the direction of influence among variables. The results indicate a positive effect of bookings from both direct channels and online travel agents on the occupancy rate. Simultaneously, the two booking channels contribute substantially to increasing room occupancy. Partially, the online travel agent channel exerts a more dominant influence in improving occupancy compared to direct reservations. These findings highlight the importance of strategically managing the booking channel mix to maintain occupancy stability and support room sales performance. Therefore, the hotel should optimize the use of online travel agents as a key driver of occupancy volume while strengthening the direct booking channel to foster repeat guests through a positive experience that shapes guests' overall evaluations.
Co-Authors Cece