Strategi Pengembangan Bisnis Jasa Penginapan dalam Menghadapi Dominasi Online Travel Agent (OTA)
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Dominasi platform digital seperti Online Travel Agent (OTA) mendorong bisnis penginapan tradisional untuk beradaptasi agar lebih kompetitif. Penelitian ini berupaya menutup kesenjangan studi mengenai adopsi digital oleh pelaku usaha penginapan skala kecil dan menengah di daerah non-metropolitan. Penelitian ini mengisi kesenjangan tersebut dengan menganalisis posisi strategis Penginapan X serta merumuskan strategi adaptasi berbasis digital yang sebelumnya kurang di dieskplorasi. Metode yang digunakan adalah analisis SWOT kuantitatif (IFAS-EFAS), Matriks Internal-Eksternal, dan Business Model Canvas. Data diperoleh dari wawancara dengan enam narasumber, terdiri dari pemilik, pengelola, dan asosiasi penginapan. Hasil menunjukkan Penginapan X berada pada posisi Hold and Maintain (skor IFAS 2,34; EFAS 2,96). Empat strategi direkomendasikan: penguatan model hibrida, pengembangan produk lokal, digitalisasi saluran pemasaran, dan pengurangan ketergantungan pada OTA.
Business Development Strategy of Accommodation Services in Facing the Dominance of Online Travel Agents (OTAs)
Abstract
The dominance of digital platforms, such as Online Travel Agents (OTAs), compels traditional lodging businesses to adapt to remain competitive. This study addresses a research gap concerning the digital adoption of small and medium-sized lodging enterprises in non-metropolitan areas. By analyzing the strategic position of Lodging X, this research fills this gap by formulating digital-based adaptation strategies for this underexplored context. The methodology employs a quantitative SWOT analysis (IFAS-EFAS), the Internal-External (IE) Matrix, and the Business Model Canvas. Data were collected through interviews with six key informants, including owners, managers, and a lodging association representative. The results indicate that Lodging X is in the Hold and Maintain strategic position (IFAS score: 2.34; EFAS score: 2.96). Four strategies are recommended: strengthening the hybrid model, developing local products, digitalizing marketing channels, and reducing dependency on OTAs.
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