Hotels’ dependency on online intermediaries and their chosen distribution channel portfolios : three country insights

Stangl, Brigitte (University of Surrey, School of Hospitality and Tourism Management, Stag Hill, Guildford GU2 7XH, Surrey, United Kingdom) ; Inversini, Alessandro (Bournemouth University, Faculty of Management, Fern Barrow, Bournemouth BH12 5BB, United Kingdom) ; Schegg, Roland (University of Applied Sciences and Arts Western Switzerland (HES-SO Valais-Wallis))

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


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
HEG-VS
Institute:
ITO-Institut de Tourisme
Subject(s):
Economie/gestion
Date:
2016
Published in:
International journal of hospitality management
Numeration (vol. no.):
January 2016, vol. 52, pp. 87-96
DOI:
ISSN:
0278-4319
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2016-04-07, last modified 2019-02-05

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