Booking Channel Preference Scale

What it measures

Measures tourists' preferences for different travel booking channels: online travel agencies (OTAs — Booking.com, Expedia), direct booking with the property or airline, traditional travel agents, and mobile booking apps. Channel preference is a major strategic issue for hotels, airlines, and tour operators given the massive shift to OTAs and its implications for distribution costs and customer relationship management.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Online Booking Preference (Likert 1–7, strongly disagree to strongly agree)

• I prefer to book travel online rather than through a travel agent.
• I find online booking more convenient than traditional methods.
• I am comfortable booking travel directly on travel websites.
• Booking travel online saves me time and effort.
• I enjoy comparing travel options online before booking.

Traditional Channel Preference

• I prefer to use a travel agent to book my holidays.
• I feel more secure booking travel through a travel agent than online.
• I prefer to call and speak to someone when making travel bookings.
• I like the personal service provided by travel agents.
• I trust a travel agent more than online booking systems.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Four subscale scores. OTA channel preference is growing particularly among Millennials and Gen Z; direct booking is preferred by loyalty programme members. Price perception and trust are the primary drivers of channel choice. Hotels and airlines increasingly invest in direct booking incentives to reduce OTA commission costs.

Recommended companion scales

Citation

Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26(5), 727–750.

Keywords