Optimization model for online hotel reservation website

Name: Napaporn Rianthong

keyword: Online hotel booking

LCSH: Hotels -- Reservation systems

; Online review

; Sequencing

; Stochastic programming

; No show and cancellation

; Pricing

; Hotel revenue management

Abstract: Online hotel reservation website has become an important reservation channel for the tourism service in recent years. However, in order to survive in the competitive online channel, an online hotel reservation website needs to provide the superior service on both of the product dimension (e.g., an appropriate price) and the website dimension (e.g., a usefulness of product sequencing functionality) to facilitate the searching process and satisfy the customer’s need. In this dissertation, two aspects of online hotel booking were studied to response the current issues. That is, we studied (i) the sequencing decision of hotel room choices presented on the website and (ii) the pricing decision of sale conditions based on the no show and cancellation policy. In the first study, we investigated customer behaviour during the process of searching for a hotel and making a reservation decision through an online hotel reservation website. We developed “a stochastic programming model” to design an appropriate sequence of hotel choices. The result shows the effectiveness of the sequence sorted by our proposed model, compared to the existing sequences sorted by the online reservation website (e.g., sequencing by price and star rating). Furthermore, we highlight a practical application of the proposed model that can provide an improvement suggestion for a hotel to compete in the current competitive market. In the second study, we proposed “a pricing model” which incorporates two sale conditions based on cancellation policy along two reservation periods. In the normal period, “Mild condition” is offered at the higher price with “full refund policy” or “partial refund policy for cancellation”. In the last minute period, “Restriction condition” is offered to sale an unsold room for the last minute customers at the lower price with “non-refund policy for cancellation”. The model determines the optimal price of sale conditions so that total profit of hotel is maximized. Furthermore, our results make managerial insights for a hotel manager in practice. We expected that, with the analysis of sequencing decision and pricing decision, the online hotel reservation website could deliver the online reservation service together with the hotel room service that meet the customer’s need. Also, the online reservation website and the hotelier could increase the reservation rate and gain higher profitability

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Aussadavut Dumrongsiri

Role: advisor

Name: Koda, Yoji

Role: co-advisor

Created: 2016

Modified: 2021-07-16

Issued: 2021-07-16

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2016.1464

eng

DegreeName: Doctor of Philosophy

Level: Doctoral Degree

Descipline: Engineering and Technology

Grantor: Thammasat University

©copyrights Thammasat University

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