Key Account Management Strategies of Trip.Com in Collaboration with 4 And 5 Star Hotel In Kuta, Bali

Sagita, Putu Aris (2025) Key Account Management Strategies of Trip.Com in Collaboration with 4 And 5 Star Hotel In Kuta, Bali. Masters thesis, Politeknik Negeri Bali.

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Abstract

This study explores the implementation of Key Account Management (KAM) strategies by Trip.com in managing its partnerships with 4- and 5-star hotel partners in Kuta, Bali. As competition intensifies in the online travel agency (OTA) market, effective relationship management becomes essential for sustaining long-term collaboration and maximizing mutual value. This research aims to identify how Trip.com executes its KAM strategy, the challenges it faces, and the critical success factors for building optimal partnerships in the context of tourism distribution. A qualitative research approach is used in this study using semi-structured interviews, direct observations, and focus group discussions with Trip.com market managers and hotel sales representatives. This study uses a qualitative data analysis technique based on Creswell’s (2014) framework, which follows an inductive process that allows themes and patterns to emerge from the raw data. The data analysis includes organizing and preparing the data, reading through all data, coding, generating themes, and interpreting the meaning of the findings. Results show that while Trip.com applies KAM principles such as strategic account selection, joint planning, and performance monitoring, the benefits are not equally perceived by all hotel partners due to varying levels of engagement, support, and alignment. Based on the empirical findings, this research proposes a conceptual model for optimal OTA–hotel partnerships, guided by the Input–Process–Output–Outcome (IPOO) framework as conceptualized by Brown and Svenson (1988). The resulting model integrates strategic inputs, coordinated processes, measurable outputs, and sustainable outcomes. The study emphasizes the importance of trust, communication, technological integration, and shared goals in enhancing partnership effectiveness. This research contributes to tourism business literature by offering a structured framework for OTA–hotel collaboration and practical insights for improving KAM practices in the hospitality sector.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Key Account Management (Kam), Gross Merchandize Value (GMV), Online Travel Agency (OTA)
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi S2 Perencanaan Pariwisata > Tesis
Depositing User:	Putu Aris Sagita
Date Deposited:	16 Aug 2025 03:26
Last Modified:	16 Aug 2025 03:26
URI:	https://repository.pnb.ac.id/id/eprint/16156

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