ABSTRACT
Indonesia's Online Travel Agencies (OTA) industry is expected to be the largest in Southeast Asia, with consumers having a wide range of options (OTAs). This study will examine how consumers of Online Travel Agencies (OTAs) are segmented based on their preferences and generates profiles of OTAs. The researchers employed descriptive research in this study. Purposive sampling is utilized, which is non-probability—a total sample of 392 respondents. Online questionnaires are used to collect data. In this study, two-step cluster analysis and conjoint analysis were used to analyze the data. The result shows that there are two types of segments of users of OTAs, namely Student and Worker. There are two aspects of promotion and membership among the 24 continuous variables that contribute considerably to present cluster configurations. Since there are no significant preference differences from OTAs users, companies may not need to target a particular set of customers based on their OTA preferences but instead focus on the ability to book many types of travel services in a single transaction.
