The Channel That Offers the Lowest Online Room Rates: A Case Study of Hotels in Hong Kong

Rosanna Leung, Basak Denizci Guillet, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)

Abstract

Online distribution channels increasingly serve as platforms hotels can use to offer competitive room rates to attract price-sensitive customers and maximize yield. Capturing the lowest and highest daily room rates over a 360-day period from five of the most popular online travel agencies, and two batches of data showing the lowest room rates over 28 days from a last-minute bookings website, this study compares the lowest prices offered. The results indicate that no single online channel outperforms the others in any of the hotel star-rating categories, and that the last-minute reservation service provides the lowest hotel room rate across different star ratings.
Original languageEnglish
Pages (from-to)103-120
Number of pages18
JournalInternational Journal of Hospitality and Tourism Administration
Volume15
Issue number2
DOIs
Publication statusPublished - 1 Jan 2014

Keywords

  • Hong Kong hotels
  • last-minute booking
  • lowest room rate
  • online distribution channels
  • star rating

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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