Optimal overbooking strategy for a “Hotel+ Online Travel Agent” dual-channel supply chain with downward substitution
首发时间:2017-05-11
Abstract:The overbooking problem with downward substitution for a "Hotel + OTA (online travel agent)" dual-channel supply chain is investigated. Under the Merchant model framework, the OTA's optimal purchasing quantity and the hotel's optimal overbooking decisions are analyzed. The analysis suggests that a substitutable overbooking strategy (free upgrade is permitted) is the best for the hotel. However, the optimal decisions depend on parameters such as wholesale price, arrival rate, the probability of reserving luxury rooms, and demand uncertainty. The OTA's purchasing quantity for economy rooms decreases in wholesale price, the probability of reserving luxury rooms, and online demand uncertainty. The hotel's optimal overbooking level decreases in the arrival rate and the probability of reserving luxury rooms and increases in wholesale price and offline demand uncertainty. Moreover, the hotel can affect the OTA's purchasing quantity decisions by adjusting wholesale prices and, then, accordingly determine the optimal overbooking level to maximize the expected revenue.
keywords: Yield management Overbooking Substitution Dual-channel
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考虑下向替代情形下“酒店+OTA”双渠道供 应链的最优超售策略研究
摘要:文章考察了"酒店+OTA(Online Travel Agency,线上旅行社)"双渠道供应链中向下替代的超售问题。在批发模式下,分析了OTA的最优采购量和酒店的最优超售量的决策问题。分析表明,可替代的超售策略(允许客房免费升级)对酒店为最优。然而,最优的决策依赖于各项参数如:批发价,顾客到达率,豪华客房的预约率和需求不确定性。OTA对经济型客房的采购量随着批发价,豪华客房的预约率以及线上需求的不确定性增大而减小。酒店的最优超售量随着顾客到达率和豪华客房的预约率增大而减少,而随着批发价和线下需求的不确定性增大而增大。此外,酒店可以通过调节批发价影响OTA的客房采购数量,从而确定最优的超售量以最大化期望收益。
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考虑下向替代情形下“酒店+OTA”双渠道供 应链的最优超售策略研究
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