Leung, RosannaRosannaLeungGuillet, B. D.Law, R.2021-07-192021-07-192014https://repository.sfu.edu.hk/handle/sfu/971Online distribution channels increasingly serve as platforms hotels can use to offer competitive room rates to attract price-sensitive customers and maximize yield. Capturing the lowest and highest daily room rates over a 360-day period from five of the most popular online travel agencies, and two batches of data showing the lowest room rates over 28 days from a last-minute bookings website, this study compares the lowest prices offered. The results indicate that no single online channel outperforms the others in any of the hotel star-rating categories, and that the last-minute reservation service provides the lowest hotel room rate across different star ratings.enjournal article10.1080/15256480.2014.901050