Conceptual Marketing Framework for Online Hotel Reservation System Design

The paper presents a theoretical framework of online hotel reservation systems' (OHRS) design. The author introduces the value model of an OHRS as a central concept in the OHRS's design process. Several marketing principles of the system's design are presented - ease of use, information sufficiency, information transparency, personalized service, ease of updating, compatibility, and interactivity. The paper also elaborates some of the critical marketing decisions in the design process - orientation of the system (to agents or direct customers), net or commissionable rates, room inventory, booking additional services, booking limitations, issuing travel and booking related documents, online payments, market intelligence, customer feedback capabilities and additional onsite resources