Distribution channels in the major cities’ hotels in Lithuania

Jolita Variakojienė; Irena Achonen

doi:10.22630/TIRR.2026.25.11

PDF (English)

Opublikowane:

Jun 15, 2026

Numer

Nr 25 (2026)

Dział

Articles

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Jolita Variakojienė

Vilniaus Kolegija / Vilnius University of Applied Sciences

https://orcid.org/0000-0002-8533-3239

Irena Achonen

Vilniaus Kolegija / Vilnius University of Applied Sciences

https://orcid.org/0000-0003-2791-1640

DOI: https://doi.org/10.22630/TIRR.2026.25.11

Abstrakt

The objective of this paper was to examine the distribution channel strategies of hotelsin Lithuania’s major cities Vilnius, Kaunas, and Klaipėda and to determine the role differentchannels play in revenue generation and seasonality. The study applied a quantitative researchmethod using an online survey distributed between January and March 2024, collectingresponses from 42 hotels. The findings show that Lithuanian hotels widely apply multi-channeldistribution strategies. Direct bookings account for the largest share of reservations (50.9%),followed by online travel agencies (OTAa) (27.6%) and internet booking engines (12.3%).Booking.com is identified as the most effective OTA by all respondents. Seasonal differences areevident: OTAs and metasearch platforms dominate during the high season, while direct channelsand wholesalers become more important in the low season. The results suggest that althoughdirect channels remain strong, hotels must carefully balance their channel mix to reducedependency risks and optimise revenue performance.

Jak cytować

Variakojienė, J., & Achonen, I. (2026). Distribution channels in the major cities’ hotels in Lithuania. Turystyka I Rozwój Regionalny, (25), 115–124. https://doi.org/10.22630/TIRR.2026.25.11

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Statystyki