CONTRIBUTION OF HOTEL WEBSITE, ONLINE TRAVEL AGENT, AND OFFLINE TRAVEL AGENT TO ROOM REVENUE IN MELIA BALI

This research is about the contribution of each distribution channel towards room revenue in Melia Bali. The purpose of this research is to find out the contribution of hotel website, online travel agent, and offline travel agent towards room revenue at Melia Bali during 2015-2017. Data are collected in this research through interview, observation, and literature study. Data analysis method used is descriptive statistics. The result of the research shows that the biggest contribution of the distribution channel is offline travel agent. While the other distribution channels are having a fluctuations issue, where in year 2015 and 2016 the online travel agent distribution channels is higher than the hotel website. But in 2017, the hotel website has bigger contribution than online travel agents. The average contribution of hotel website towards room revenue in 2015-2017 is 17.03%. The distribution channel of online travel agent is 16.83% and the other five online travel agents that have the most contribution upon room revenue of Melia Bali in 2015-2017 are booking.com, Expedia, Agoda, Hotelbeds, and Orbitz. Contribution on distribution channel of offline travel agent is 66.15% and the five offline travel agents that have the most contribution towards room revenue of Melia Bali in 2015-2017 are Flight Center, TUI Deutschland, Meier's Weltreisen, TMS Tours, and HIS Bali Tours and Travel.


INTRODUCTION
Internet as one form of information technology has a very important role for every hotel in nowadays because it deals with the effectiveness and efficiency of handling information in order to stay competitive with the hotel competitors. Internet can make it easier for potential travelers to get to know the products, facilities, and services offered by the hotel. In addition, the Internet can be used as a media promotion of products, improve the quality of service to guests and improve company productivity. The development of information technology also cannot be separated from the role of internet users. E-commerce is the process of purchasing, selling or exchanging products, services and information through computer networks (Utama, 2017: 291). Seeing the importance of the development of e-commerce, now the hotel industry may use the help of information technology systems, one of them in sales and marketing activities (Budi, 2013: 21). In addition to the sales results achieved more leverage because the information about the hotel products can be accessed by all target markets, the marketing process is easier to run because it does not take long so that the use of human resources to be more efficient (Budi, 2013: 26). Sales through the internet will directly or indirectly affect the amount of revenue in hotel.
Melia Bali is one of the hotels in Nusa Dua area which uses internet as part of media and sales strategy. As a five star accommodation service provider in the Indonesian Tourism Development Corporation (ITDC) area, the hotel has many competitors by offering the same products and services.
Sales and marketing departments are required to be more creative and innovative in selling and marketing their products. Strategy is required that can bring Melia Bali in a higher position both in terms of occupancy rate and revenue in order to excel in the competition. Melia Bali has its own website that can be accessed easily. The website of Melia Bali can be accessed through melia.com, meliahotels.com, and meliabali.com. Website is one of the online marketing medium that functioned as a communication medium that provides information for tourists.
In Indonesia the website is called a page. Many advantages are offered if the prospective traveler makes a reservation through the hotel website. If incorporated in Melia Reward, tourists can get potential benefits such as rebates, late check out and others. Apart from the hotel website for Melia Bali marketing strategy can maximize to be able to win the competition is by doing cooperation with online travel agent.
Online travel agents help the hotel to do promotion through their official website or by using social media. In general, sales through online travel agents is expected to become one of the potential distributions to increase hotel revenues. It's just not all online travel agents that exist and in cooperation with the hotel can provide stable productivity. In addition to working with online travel agents, it is important for hotels to continue to rely on offline travel agent performance in marketing their products. It cannot be 3) To find out the contribution of offline travel agent to room revenue in Melia Bali.

METHODOLOGY
The research was conducted at Melia Bali, located in Nusa Dua area famous for its beautiful beaches located in Tourist Area ITDC Lot 1, Nusa Descriptive statistics according to Sugiyono (2016: 238) are statistics used to analyze data by describing data that has been collected as it is without intending to make conclusions that apply to the general or generalization. Presentation of descriptive statistical data through tables, graphs, circle diagrams, pictograms, mode calculations, medians, mean, decile calculations, percentiles, and percentage calculations.
Researches concerning contribution of channel distribution to hotel's room revenue had been done by some researches such as Septiawan (2018), Yanti (2018), Pendit (2008), and Dewi (2008) but they did not cover all aspects of channel distributions as we do (hotel website, online travel agent, and offline travel agent). Beside that, the location they chose is different from the one we do. This research is done in Melia Bali. If guests plan their own trips, usually will inconvenience in running the plan because it has not known the destination. By using the services of offline travel agent the moment of the tour will be much more effective and practical, guests will enjoy travel time without thinking things that do not need.

f. Consultation on destinations
Most people only buy vacation tickets to the city or country they want but do not know where the next destination is. Offline travel agent is an expert in the area that guests will visit and have experienced visiting the area before.  Based on the conclusions described above, some suggestions may be conveyed are as follows: 1) The Sales and Marketing department, especially E-commerce and Revenue, hopefully can increase the revenues in the hotel's website distribution channel, because from the hotel the website itself is handled by an internal party that does not require additional commission such as online travel agent and offline travel agent so that the total amount of room revenues at Melia Bali will be maximized.
2) The Sales and Marketing department must maintain and keeping a good relations with online travel agents and offline travel agents who contribute highly to room revenues at Melia Bali and need to be given appreciation in the form of contract rates at special prices.