Hotel Coupon Program With Better Prices for Customers to Increase Room Sales on The Traveloka Channel

Safenson, Yohanes (2024) Hotel Coupon Program With Better Prices for Customers to Increase Room Sales on The Traveloka Channel. Masters thesis, Politeknik Negeri Bali.

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Abstract

This study examines the impact of implementing a hotel coupon program on the Traveloka platform to enhance room sales at better prices. Traveloka introduced an innovative promotion tool within the TERA system, enabling hotel partners to activate these coupons. Utilizing quantitative data, the research focused on the number of participating hotels and their conversion rates. Comparative analysis of preand post-implementation data revealed a significant improvement: the booking conversion rate increased from 0.81% to 1.39%, and 1,324 hotels joined the program by the second semester of 2023. These results affirm the effectiveness of the hotel coupon program as a promotional tool on the TERA system, contributing to increased room sales through Traveloka.

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