ABSTRACT
New digital platforms have changed the way in which distribution is accomplished in the hospitality industry. A new type of tourism intermediary – called online intermediaries by some scholars – emerged as a response to the technological developments and opportunities offered by the establishment of widespread information technology and the internet. Online intermediaries have created another distribution channel which potentially can be used by other intermediaries and suppliers that provide internet access to their inventory to form a new online market. The aim of this chapter is threefold: (i) to outline the main features of the online tourism market, (ii) to analyze and highlight the impact of digital tools and media – Web 2.0, social media and online consumer reviews – on hospitality distribution and e-commerce; and (iii) to suggest the strategies that the hospitality industry should implement to take advantage of their full potential.
