Jurnal Hospitality dan Pariwisata

Virtual Hotel Operator (VHO) concept in Indonesia has been rising in 2015. The first Virtual
Hotel Operator in Indonesia is Nida Rooms, and more are coming in numbers such as Airy
Rooms, RedDoorz, Zen Rooms and Tinggal. Economic to mid accommodation and lodging
become the main target partner for Virtual Hotel Operator, either in strategic or remote
cities in Indonesia. Less research provide data either VHO concept arises as disruption or
not. The purpose of this paper is to examine Virtual Hotel Operator concept towards
disruption in hotel industry. This is qualitative exploratory research. Literature study and
documentation are applied as primary data sources. Lack of journal related to Virtual Hotel
Operator concept acquired data obtained from news and articles. As the results, detail
descriptions about Virtual Hotel Operator are elaborate; definition, concept, characteristic,
advantages and disadvantages, target partner, target customer, the way it works, as well as
the analysis either Virtual Hotel Operator comply as disruption in hotel industry or not. This
paper contributes to broaden Virtual Hotel Operator concept in the new era of hotel industry.
Further study should be conducted by involving Virtual Hotel Operator management
representative and people who are Virtual Hotel Operator‟s user
Keywords: Virtual Hotel Operator, VHO, budget hotel, hotel operator