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Online Travel Agent
(OTA) Models
by Pranalee Rokde
OTA
 OTA stands for Online Travel agent
 Acts as 24/7 appointed salesman for hotel
 One stop solution for all hotel bookings for
end customer
 Comparison engine for end customer
OTA Models
 Merchant Model
 Agency Model
Merchant Model
 Contract between OTA and hotels to sell
base number of rooms
 Usual margin for OTA is 20-30% due to bulk
purchase
 Depending upon contract OTA may not be
obliged to sell all rooms
 e.g. Expedia, Agoda
Agency Model
 Commission based model - per room sold
 Hotel owner decide final selling price to
customer
 e.g. Booking.com
Advantages of Merchant Model
 Good bargain power due to bulk purchase
leading to higher profit margin
 Can select rooms usually preferred by
customer
 OTA can package hotel with other offers
such as flight/car
Disadvantages of Merchant Model
 May not be preferred by hotel owner due to
huge profit margins of OTA
 May need bulk investment if contract is
prepay payment to hotel
 Rapid expansion with multiple hotels
becomes difficult due to heavy investment
and contract involved
Advantages of Agency Model
 No upfront huge capital investment is
required
 Preferred by hotel owners due to more
control over final selling price
 As its easy to collaborate with many hotels,
end customer gets wider choices
Disadvantages of Agency Model
 Less bargaining power for OTA
 Less profit margins for OTA
 Can not be packaged with other offers
Thank you

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OTA Models

  • 1. Online Travel Agent (OTA) Models by Pranalee Rokde
  • 2. OTA OTA stands for Online Travel agent Acts as 24/7 appointed salesman for hotel One stop solution for all hotel bookings for end customer Comparison engine for end customer
  • 3. OTA Models Merchant Model Agency Model
  • 4. Merchant Model Contract between OTA and hotels to sell base number of rooms Usual margin for OTA is 20-30% due to bulk purchase Depending upon contract OTA may not be obliged to sell all rooms e.g. Expedia, Agoda
  • 5. Agency Model Commission based model - per room sold Hotel owner decide final selling price to customer e.g. Booking.com
  • 6. Advantages of Merchant Model Good bargain power due to bulk purchase leading to higher profit margin Can select rooms usually preferred by customer OTA can package hotel with other offers such as flight/car
  • 7. Disadvantages of Merchant Model May not be preferred by hotel owner due to huge profit margins of OTA May need bulk investment if contract is prepay payment to hotel Rapid expansion with multiple hotels becomes difficult due to heavy investment and contract involved
  • 8. Advantages of Agency Model No upfront huge capital investment is required Preferred by hotel owners due to more control over final selling price As its easy to collaborate with many hotels, end customer gets wider choices
  • 9. Disadvantages of Agency Model Less bargaining power for OTA Less profit margins for OTA Can not be packaged with other offers