Rankings of online travel agents, channel pricing, and consumer protection

Matthias Hunold, Reinhold Kesler, U. Laitenberger

Research output: Contribution to journalArticleScientificpeer-review

32 Citations (Scopus)
134 Downloads (Pure)

Abstract

We investigate whether online travel agents (OTAs) assign hotels worse posi-tions in their search results if these set lower hotel prices at other OTAs or on their ownwebsites. We formally characterize how an OTA can use such a strategy to reduce pricedifferentiation across distribution channels. Our empirical analysis shows that the positionof a hotel in the search results of OTAs is better when the prices charged by the hotelon other channels are higher. This is consistent with the hypothesis that OTAs alter theirsearch results to discipline hotels for aggressive prices on competing channels, therebyreducing the search quality for consumers.
Original languageEnglish
Pages (from-to)92-116
JournalMarketing Science
Volume39
Issue number1
DOIs
Publication statusPublished - 2020
Externally publishedYes

Keywords

  • consumer protection; free riding; hotel booking; online travel agents; ranking; search bias

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