Developing inter-organizational relationships with online travel agencies (OTAs) and the hotel industry

Cherry Huang Yin, Edmund Goh, Rob Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

33 Citations (Scopus)


This research examines the relationship status of leading OTAs with the hotel industry in the Asia Pacific (APAC) region along with future trends in hotel distribution channels. A Delphi study was conducted with senior executives (n = 12) of leading OTAs to explore the inter-organizational relationship development between hotels and OTAs. Our results indicate that building a long-term sustainable relationship with the hotel industry requires OTAs to be innovative and capable of enhancing their value to hotels. Moreover, the future of the hotel distribution landscape in the APAC region is expected to become increasingly complex.

Original languageEnglish
Pages (from-to)428-442
Number of pages15
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 4 May 2019


  • Asia Pacific tourism intermediaries
  • inter-organizational relationship
  • online marketing distribution
  • online travel agents
  • travel market intermediaries

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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