Strategi Penjualan Kamar Melalui Online Travel Agent dalam Meningkatkan Room Revenue di Labersa Hotel & Convention Center Samosir

Abstract

Hotel room sales are a crucial aspect in the hospitality industry that directly affects occupancy rates and overall revenue. Labersa Hotel & Convention Center Samosir faces challenges to remain competitive amidst intense competition. Therefore, the hotel implements a room sales strategy through Online Travel Agent by cooperating with five leading Online Travel Agent in Indonesia and the world. This study aims to determine the room sales strategy implemented through Online Travel Agent in an effort to increase room revenue at Labersa Hotel Samosir. This research uses a qualitative method with a descriptive approach. Data was obtained through interviews, observations, and documentation to comprehensively describe the strategies used by hotels in maximizing the utilization of the Online Travel Agent platform. The results showed that the sales strategy through Online Travel Agent implemented by Labersa Hotel Samosir includes optimizing hotel content on digital platforms, providing discounts and special promotions for Online Travel Agent, actively managing guest reviews, and utilizing the superior features of Online Travel Agent. The sales strategy through Online Travel Agent has proven to be effective in increasing the hotel's visibility in the digital market and has a direct impact on increasing room revenue. Utilization of digital technology and active cooperation with Online Travel Agent are important factors in supporting the achievement of hotel occupancy targets.