Advantages of Aggregators in Hotels: Enhancement of Visibility and Reach for Small Scale Hotels – Perspectives of Rural India

Abstract

This study analyses the relevance of digital aggregators and small-scale hotel collaboration in India. The past few years have seen the use of digital aggregators in small-scale hotel businesses. Such collaboration has allowed hotel owners to survive and serve their consumers. Moreover, the collaboration between small-scale hotel owners and aggregators is the newest trend in business expansion. Despite their growth, the significance of such collaboration is unknown and requires further investigation. This research aims to resonate the relevance of digital aggregators and small-scale hotel collaboration. Further, the study is designed through qualitative research methodology; the research followed 35 in-depth interviews to gather credible data for this research. A thematic pattern was drawn to communicate the findings through the perspectives of the hotel owners. The results are drawn through a 90 per cent similarity index and in-depth analysis of interview transcripts. The research findings discussed the role of aggregators in funding, promoting, and revamping the service structure of small-scale hotels. Further, the research iterated the significance of aggregators in employee handling of small-scale hotels and possible exposure to business expansion.