Hotel and online travel agents have a large impact in the hospitality industry as distribution channels. Conflict and competition exist between these two channels rather than having a balanced distribution. With a balanced distribution, hotel and online travel agents have equitable share of direct bookings and online travel agent bookings. The growth of electronic booking has allowed booking to be more efficient but has also resulted in a declining relationship between hotels and online travel agents. Better policies and regulation need to exists in order to improve the relationship between hotels and online travel agents. The relationship between hotels and online travel agents are measured by various elements and also by the standards that exist for them.