Selecting the Best Alternatives of Virtual Hotel Operator Using SMART Analysis: A Case of CBS Hotel
Journal Title: International Journal of Current Science Research and Review - Year 2025, Vol 8, Issue 05
Abstract
This study investigates the strategic decision faced by CBS Hotel in 2024, following the decline in revenue in 2024, despite stable occupancy rates. The decline was not caused by reduced demand, but rather by centralized pricing policies, and internal competition from an increasing number of properties managed by the same Virtual Hotel Operator (VHO). The purpose of the research is to analyze the root causes of the performance decline and evaluate whether the CBS Hotel should renew its partnership with RedDoorz or switch to OYO or Zuzu. The research employs a two-stage methodology, the first stage is a root cause analysis, which is conducted using the Ishikawa Diagram and Porter Five Forces Analysis to explore environmental, operational, and market-based pressures. Second, a structured decision-making framework is applied using Value Focused Thinking (VFT) and SMART (Simple Multi Attributes Rating Technique) method to assess three alternative VHO options. Six criteria are generated, which consist of: pricing autonomy, commission scheme, operational support, average room rate, occupancy, and contract flexibility. Findings indicate that RedDoorz scores highest across the criteria. Making it a more strategically aligned option. However, the study also recommends that CBS Hotel leverage its high-performing status to negotiate better terms, particularly in rate control and area exclusivity. This study demonstrates the value of combining root cause identification with multi-criteria decision-making analysis to guide hotel budget segments or industries to optimize the 3rd party partnership with the VHO business model company in a highly competitive urban market.
Authors and Affiliations
Anly Syaban Nurul Hadi, Santi Novani,
Evaluation of Toll Rates with the Ability to Pay and Willingness to Pay Approach to Implementation on the Trans Sumatra Toll Road Pekanbaru Dumai Section
The Pekanbaru-Dumai Trans Sumatra Toll Road project is an economically feasible project but not financially feasible. This study aims to assess the feasibility of toll roads that have low financial viability. Data analys...
Advancements in Digital Forensics: A Quantitative Analysis of Cell Tower Triangulation Techniques
This study delves into the accuracy and reliability of Cell Tower Triangulation (CTT) in digital forensics, employing a diverse sample of mobile devices across various real-world scenarios—criminal investigations, missin...
Amino Acid Content in Black Soldier Fly (Hermetia illucens) Oil in the Larval, Prepupal and Pupal Phases as a Feed Additive in Broiler
The global livestock sector is facing mounting pressure to adopt sustainable and efficient feed alternatives that can meet the growing demand for animal protein. Among the emerging options, Hermetia illucens (Black Soldi...
Proposed Business Strategic Improvement to Accelerate Waste Management Business Unit at Building Materials Company (Case Study at Cement Inc)
The rising environmental concerns and regulatory measures in Indonesia have created new opportunities for the expansion of waste management services in the cement sector, specifically by utilizing thermal technology. The...
Impact of Related Lending on Bank Health: Case Study in Indonesia Banking Industry
Related lending is a critical driver of banks’ health, particularly on its profitability and risks profile. As banks engage in related lending activities, they face challenges in managing profitability and assessing vari...