Analyzing Consumer Preference Toward Online Travel Agencies In The Hospitality Sector: Evidence From Chennai City

The rapid advancement of digital technology has revolutionized the way consumers plan and book travel services. Online Travel Agencies (OTAs) such as MakeMyTrip, Goibibo, Booking.com, and Expedia have become integral to the hospitality industry, offering convenience, price transparency, and comparative options. However, the increasing competition among OTAs has made understanding consumer preferences crucial for sustaining customer satisfaction and loyalty. This study analyzes the factors influencing consumer preferences toward OTAs in the hospitality sector with special reference to Chennai City. The research explores dimensions such as website usability, service quality, pricing, trust, and customer satisfaction. Using a structured questionnaire administered to 200 respondents, the study employs descriptive statistics, reliability analysis, correlation, and multiple regression to identify key determinants. The results reveal that service quality, trust, and pricing transparency significantly influence consumer preference and satisfaction. The study concludes by emphasizing that OTAs should focus on enhancing digital service experiences, reliability, and value creation to strengthen consumer trust and loyalty in the highly competitive hospitality sector