摘要：Research The interaction between hotels and the online travel agencies (OTAs) influences the hotel sales, creating dependencies, which the hotel managers are reluctant to accept. The indicators that evaluate urban hotel sales in Bulgaria in the scope of partnership with OTA are examined. The influence of the modern digital tools to enhance business performance results is reviewed.Purpose of the article: Focusing on Bulgarian urban hotels, the research measures the impact of diverse factors for shaping an adequate business model of an urban hotel. The effect of the share of the hotel sales via OTA platforms, the number of OTAs used, the occupancy rate, the RevPAR and the Booking.com rating score is considered. Finding an appropriate model for digital behavior of urban hotel enterprises is one of the aims of the survey.
