Digital evolution in tourism marketing channels: Greek tourism industry and Online Travel Agencies

Many unexpected challenges not only for tourism businesses but also for travellers emerged when current shifts in economic, technological, social, and political factors led to a sudden and quick growth of e-intermediaries. Although it was anticipated that the Internet would open new opportunities in the tourism industry, especially as regards more choices and a closer cooperation between consumers and suppliers, this, in fact, is not the case. The appearance of e-intermediaries, but mainly their consolidation and strengthening have led to a series of major rearrangements in the tourist sector. Online distribution channels have changed the existing traditional marketing structures of tourism (e.g. travel agencies and tour operators) but have also had a catalytic effect on the composition of the hospitality sector (e.g. hotels and Airbnb rentals). It is essential for tourism professionals to be aware of new opportunities and threats within tourism distribution channels so that they will be able to remain competitive and successful. This paper examines the hoteliers’ opinions on recent changes in tourism distribution in the digital era.