Substitution between online distribution channels: Evidence from the Oslo hotel market

•We use an exhaustive database of bookings in 13 Oslo hotels to evaluate the degree of substitution between online distribution channels.•Results suggest that, while a substantial share of consumers seem to be loyal to the OTAs, the chain’s direct sales channel appears to be a credible alternative to the OTAs.•Making use of the chain’s decision to delist from Expedia’s platform, we compare simulated and actual effects on prices and market shares.•We then show how to improve the simulated outcome accounting for changes in pricing behaviour.