The aim of this study is to explore the factors that travellers search for when booking the hotel through online travel agency. A survey and convenience sampling method were used in this study. 450 questionnaires were distributed at Penang International Airport; however 410 were collected. Only 398 useable questionnaires were used for analysis. Exploratory factor analysis has identified 13 key factors of which travellers refer the most. Furthermore, there is a pattern amongst the variables from the outcome of factor analysis. In fact, this study contributes in a way as it provides a clear understanding for online travel agency regarding the needs of the travelers.
Keywords: Hotel Online Booking, Online Travel Agency
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