The present study aims at investigating the evolution and future market share of distribution channels, by taking the case of the Swiss hotel sector. Using multi-generation diffusion models, we examine the substitution effects of three generations of technologies available for hotels: traditional channels (G1), online direct channels (G2), and new online intermediaries (G3). Data were collected through online surveys distributed to over 2000 members of the Swiss hotel association “hotelleriesuisse” from 2002 to 2023. Findings show that the substitution pace of the last generation—mainly driven by online travel agencies—has been lower than expected. This appears to be happening with the declining pace of traditional channels (e.g., telephone and travel agent). Furthermore, the introduction of new distribution channels does not seem to make the old ones obsolete, since online direct channels (e.g., e-mail and website reservation) remain steady at approximately 33% of the market share. Theoretical and managerial implications are discussed in the last section.
