The present research applies experiment-based investigation to analyze the premature departure of customers from online intermediary booking platforms in light of the sustainability initiatives on hotel websites. Four experimental studies have been adopted to inspect the interrelationship between the customer's platform bypass intentions and the presence of sustainability initiatives on hotel's websites. The findings disclose the serial mediation between three variables, namely, sustainability initiatives, ontological security, and impregnability, along with validation of the conditional moderated mediation effect of high territoriality. It provides important implications for marketing managers and web designers to redesign the travel offerings on the intermediary platforms in a way that provides customers with a holistic appeal of sustainable travel.
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