Strategic Utilization of Online Travel Agencies: An In-Depth Qualitative Study from the Hotel Industry’s Perspective
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1646Keywords:
Digital Marketing, Generation Z, Online Travel Agencies, TourismAbstract
The rapid digitalization of the tourism industry has transformed how accommodation businesses reach and engage increasingly digital-oriented travelers. Amid the rapid growth of tourism in Bali and the rising dominance of digital-native travelers such as Generation Z, Online Travel Agencies (OTAs) have become central channels for accommodation marketing. This study explores how hotels and villas in Bali strategically utilize OTAs as part of their digital marketing strategy. Using a qualitative approach, in-depth interviews were conducted with seven hotel and villa marketing representatives across the Gianyar and Badung regencies, supported by field documentation, and analyzed thematically. The findings reveal that all informants rely on multiple OTA platforms, most frequently Booking.com, Agoda, Tiket.com, and Traveloka, to widen market reach, overcome geographic limitations, and secure transactions. OTAs were perceived as highly effective in increasing visibility, occupancy, and sales, particularly among younger travelers. However, hotels face challenges such as managing multiple platform systems, dynamic pricing pressure, and digital trust concerns. These findings highlight the importance of integrating OTA optimization with strong digital branding to enhance accommodation competitiveness.
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