Hotels' dependency on online intermediaries and their chosen distribution channel portfolios: Three country insights.

Stangl, B., Inversini, A. and Schegg, R., 2016. Hotels' dependency on online intermediaries and their chosen distribution channel portfolios: Three country insights. International Journal of Hospitality Management, 52, 87 - 96.

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DOI: 10.1016/j.ijhm.2015.09.015

Abstract

New intermediaries are entering the market, challenging the hospitality industry to find an appropriate distribution channel portfolio. This research investigates how many channels hotels in Austria, Germany and Switzerland choose and what role the various channels play. Findings based on 1014 questionnaires reveal an average mix of 8.06 offline and online channel categories. Traditional channels, such as walk-ins and telephone, still play a major role; however, about one fifth of the bookings are completely generated online. On average, 3.61 online travel agencies (OTAs) are used. With regards to OTA penetration, an oligopolistic market structure is prevalent. Swiss and German hotels' OTA dependency is higher than Austrian's. A series of a posteriori cluster analysis results in four distribution portfolio groups hoteliers choose: multi-channel-, electronic-, real time-, and traditional distributors. Distribution portfolio profiles facilitate learning from strategies used by hotels with certain characteristics such as target group and star-rating.

Item Type:Article
ISSN:0278-4319
Uncontrolled Keywords:Cluster analysis ; Distribution ; Distribution strategy ; Internet distribution systems ; Multi-channels ; Online travel agencies
Subjects:UNSPECIFIED
Group:Faculty of Management
ID Code:22883
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:09 Nov 2015 14:24
Last Modified:02 Aug 2016 11:53

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