The Effects of Online Platforms to the Accommodation Sector

Abstract

Online/Online Travel Agencies (OTAs) are digital platforms that provide online booking opportunities. They dominate most of the hotel bookings. Especially independent hotels have become dependent on OTAs. The sector is complaining about high commissions. Turkey is at the last place in the rankings of the G20 countries Platform Readiness Index. On the other hand, it can implement platform ecosystems based on commission-free income model by making initiatives to mature the market. Prior to model recommendations, this study focused on consumers' search behavior on the Internet and focus group interview was used as the data collection method in the study. According to the findings, the first place in the OTA preferences as Booking.com, the first place as Metasearch Trivago takes. Half of the respondents searched the hotel for a search engine. As a result, when creating platform ecosystems without commissions, it is necessary to succeed in the first page of the search engines and in the organic order.