Analyzing the factors influencing Guest Booking Behaviour: A comparative study of OTA (Online Travel Agencies) and Direct Reservations in the Hotel Industry

This study examines factors of guest booking behaviour between OTA and direct hotel bookings. It examines primary drivers such as price sensitivity, convenience, trust, brand loyalty, and user experience. The study examines the impact of hotel loyalty programs, website user experience, online promotion, and personalized engagement on direct bookings. It examines the impact of online reviews, social proof, and flexible policies on consumer preference. Using a mixed-method research design, surveys, interviews, and real-time booking data analysis, the study identifies strategies to reduce OTA dependence. The results show that convenience and visibility are offered by OTAs, but direct bookings enhance guest interaction and hotel profitability. The study provides practical recommendations to hoteliers to maximize direct booking strategies without compromising a balanced OTA partnership.