Online Travel Agencies (OTA) as new intermediaries have been chosen by consumers as their leading product choice when choosing accommodation since the Japanese OTA was firstly launched in 1996. Hotels and ryokans began to manage their real time room inventories and daily prices although they had limited control of under the traditional distribution agreement known as "Kyotei ryokan & hotel" for a long time. Therefore, the introduction of OTAs provided a productive technological initiative to expand domestic and overseas markets throughout the Japanese lodging industry.
