Multidisciplinary Journal of Science and Technology

THE ROLE OF ONLINE PLATFORMS IN INCREASING COMPETITIVENESS OF THE HOTEL BUSINESS AND ITS DEVELOPMENT PROSPECTS

Axmatova Mohigul

Associate Professor (PhD), Department of Tourism and Hotel Management, Bukhara State University, Uzbekistan

Sayidova Gulasal

Master’s Student, Bukhara State University, Uzbekistan

Keywords: Hotel business, online platforms, competitiveness, OTA, digital marketing, tourism, booking systems.

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Abstract

This article analyzes the role of online platforms such as Booking.com, Airbnb, Expedia, Agoda, and TripAdvisor in increasing the competitiveness of the hotel business. It examines their impact on marketing, sales, customer relations, and brand image, as well as future development prospects in the context of digital transformation.

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References

1. Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 5.0: Technology for Humanity. New York: Wiley.

2. UNWTO. (2024). Global Report on Digital Trends in Tourism 2023–2024. Madrid: World Tourism Organization.