The Channel That Offers the Lowest Online Room Rates: A Case Study of Hotels in Hong Kong |
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| Authors: | Rosanna Leung Basak Denizci Guillet Rob Law |
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| Institution: | 1. Caritas Institute of Higher Education, Kowloon, Hong Konghmbasakd@polyu.edu.hk;3. School of Hotel and Tourism Management, Hong Kong Polytechnic University, Kowloon, Hong Kong |
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| 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. |
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| Keywords: | lowest room rate online distribution channels Hong Kong hotels last-minute booking star rating |
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