Optimalisasi Official Website Hotel sebagai Strategi untuk Meningkatkan Direct Booking dan Pendapatan Kamar

Abstract

The development of digital marketing has transformed the way consumers search for information and make hotel room reservations. However, reliance on Online Travel Agents (OTAs) continues to generate distribution costs in the form of commissions ranging from 13% to 25%, which may reduce hotels’ net revenue. This study aims to analyze the effectiveness of the official hotel website, direct booking optimization strategies, and their impact on room revenue at Hotel Tentrem Yogyakarta. The study employed a descriptive qualitative methodology complemented by quantitative data through a comparative analysis of revenue percentages for 2024 and 2025. Data were collected through website audits, observations, hotel report documentation, and in-depth interviews with the Revenue Supervisor, Corporate Director of Sales & Marketing, Director of Rooms, and guests who used the website. Data analysis adopted the interactive framework proposed by Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing and verification. The findings indicate that technical and visual website quality, loading speed of less than three seconds, an efficient booking engine, price transparency, value-added offers, and loyalty programs contribute to strengthening direct bookings. The website conversion rate reached 13.2% in 2025, with a user satisfaction score of 9 out of 10. The contribution of post-commission revenue generated through the official website reached 32.28% in 2024 and increased to 34.03% in 2025, exceeding Agoda’s contribution of 21.06%. These findings demonstrate that optimizing the official hotel website can strengthen distribution independence, reduce reliance on OTAs, and improve room revenue efficiency while sustainably increasing the hotel’s net revenue margin.