Research On "Hotel+OTA" Supply Chain Sales Strategy Based On Different Sales Models

With the popularization and development of the Internet and mobile Internet,more and more travelers tend to book travel tickets and hotel rooms through online channels,which makes more and more hotels cooperate with online travel agencies(OTA)to open online network channels Accept customer reservations to expand the market.In this context,this article takes the "hotel+OTA" supply chain as the research object,and studies the selection of hotel and OTA sales strategies under different sales models(wholesale model and agency model).First,for the "hotel+OTA" supply chain consisting of a hotel and an OTA platform,the heterogeneity of consumers’ preference for channels is considered,and the agency’s sales model,OTA price preferential strategy for the optimal pricing of hotel rooms is discussed And the value of hotels opening OTA channels.The study found that hotel service costs,room sales costs,price concessions,and commission rates all affect the hotel’s optimal pricing decision.Secondly,for the "hotel+OTA" supply chain consisting of two competing hotels and an OTA platform,the heterogeneity of consumers’ willingness to pay for different hotels was considered,and the competition between hotels under the wholesale sales model was studied Optimal pricing decisions for hotels and OTAs.The results of the study show that:New hotels entering the market will affect the optimal pricing decisions of hotels and OTAs,but will not necessarily intensify market competition and even achieve win-win cooperation.Finally,we discussed the "hotel+OTA" supply chain system composed of two hotels with different brands and one OTA.Based on the OTA platform’s value-added service bundling sales behavior,we built a decision model under two sales models,and considered the hotel and OTA The choice of optimal sales model in cooperation.The results of the study show that there is no optimal sales model for hotels or OTAs,that is,hotels and OTA platforms will definitely choose a wholesale sales model or an agency sales model.Finally,through numerical simulation,the true validity of the conclusion is further verified.The research results of this article not only enrich the research on the cooperation model between hotel and OTA,but also provide effective theoretical support for the hotel’s operation and development.