Research On Pricing Strategy Optimization Of X Travel Agency Hotel

After 20 years of rapid development in China's OTA,the arrival of the mobile Internet has accelerated the development of online booking of hotel business.The domestic and international OTA hotel booking market is highly competitive.Due to the timeliness of OTA hotel reservations,non-storage,predictable demand,market segmentation,high demand fluctuations,and relatively fixed capacity,the pricing strategy based on hotel revenue management is critical to hotel revenue and pricing strategy is good.Bad directly determines the company's income status.Therefore,the use of scientific and reasonable hotel pricing strategies is of great significance to the development of OTA and traditional hotels.Taking X travel agency of OTA industry as an example,this paper analyzes the company's external competitive environment by using the five-force model.And identifies the existing problems in the pricing strategy of X travel agency hotels by analyzing the current situation of the pricing strategy based on hotel revenue management.According to the hotel revenue management theory,pricing theory and method,this paper proposes a constructive hotel pricing strategy optimization plan,and then optimizes the existing dynamic pricing model to maximize hotel revenue based on scientific and reasonable pricing.The theoretical framework of hotel pricing strategy is universal,which promotes the healthy development of OTA hotel revenue management and hotel pricing strategy.