Supervisor
Martha Gilheaney
Programme
MA in International Business
Keywords
Online travel agencies, customer trust and loyalty, Booking.com. case study
Abstract
Online travel agencies (OTAs) have significantly reshaped the global tourism and hospitality industry by offering convenience, transparency, and extensive choice to consumers. Among these, Booking.com has emerged as a dominant market leader, operating on a global scale and serving millions of users. However, increasing competition and low switching costs present ongoing challenges in maintaining long-term customer loyalty. This study examines the evolving dynamics of trust, fairness, and conflict resolution in influencing user retention, alongside traditional functional benefits such as usability and price competitiveness. Using Booking.com as a case study, the research adopts a mixed-method approach, combining insights from a property manager interview with customer survey data. The findings highlight both the platform’s key strengths and the weaknesses that may threaten its sustained competitive advantage, particularly in relation to trust and partner relationships. The study contributes to a deeper understanding of how OTAs can adapt their strategies to foster stronger customer and partner loyalty in an increasingly competitive and dynamic market.
Date of Award
2025
Full Publication Date
2025
Access Rights
open access
Document Type
Capstone Project
Resource Type
thesis
Digital Object Identifier (DOI)
https://doi.org/10.63227/652.299.125
Recommended Citation
Lopes Dos Santos Rodrigues, O.
(2025) Booking.com: What Drives Retention and How to Improve It. CCT College Dublin.
DOI: https://doi.org/10.63227/652.299.125