The virtual re-intermediation of travel services: A conceptual framework and empirical investigation

Abstract

Direct marketing has often been held out as the death knell for travel intermediaries as airlines, hotels and car rental companies communicate directly with their customers. The prospect of entering a one-to-one dialogue with customers while retaining the sales commission for themselves has seemed an undeniable attraction to service principals. However, a review of the roles of travel intermediaries leads to the proposition that talk of such ‘disintermediation’ is premature and the reverse process of ‘re-intermediation’ may be more appropriate in the travel and tourism sector. Research is reported which demonstrates the benefits of using intermediaries for a specific travel package. While traditional high-street travel intermediaries may be facing serious threats, a new breed of travel infomediary is becoming firmly established.