A Multicriteria Model for the Selection of Online Travel Agencies

The hospitality and tourism industries operate under dynamic business models, where decision-makers continually strive to attract visitors and foster sector development. Given the intricate practical challenges inherent in these industries, decision-makers face the task of evaluating multiple alternatives based on their performance to identify the optimal strategy that maximizes diverse business benefits. Traditionally, travel agents have served as pivotal intermediaries connecting travel service suppliers with travelers. However, advancements in information technology have introduced online travel agencies (OTAs) as a viable alternative for consumers. While OTAs have emerged as a key marketing strategy for hotels to meet their booking objectives, the optimal selection problem for OTAs remains relatively unexplored. Recognizing the economic significance of the sector, this research aims to address the gap in OTAs selection studies. Specifically, it seeks to model the OTAs selection problem under a multicriteria decision-making (MCDA) framework to aid hotel managers in choosing the most suitable OTA. The objective is to optimize the booking process and enhance overall performance. This study proposes an MCDA evaluation framework for OTAs, employing a hierarchical approach with the Electre III method (h-ELECTRE III). This method enables the decomposition of the evaluation problem into subtasks, providing decision-makers with insights into the relationships between various evaluation perspectives. The applicability of this evaluation framework is demonstrated through a real-case scenario involving a group of sun and beach hotels, showcasing its effectiveness in such contexts. By leveraging the hierarchical MCDA approach, this research contributes to a more nuanced understanding of the complex OTAs selection problem. The insights derived can empower decision-makers in the hospitality and tourism industries to make informed choices, ultimately optimizing their strategies for attracting and serving visitors.