E-commerce in hospitality and tourism has progressed in recent
years from the preliminary sales of less-complex products such as airline tickets, accommodations and car rentals, to embrace more complex products including vacation packages and cruises. However, during this evolution, it is usually claimed that online travel portals have fallen behind when creating a pleasant online environment for customers (Hassan 2013). We hypothesize that developing compelling and useful online shopping portals would help e-commerce companies build and maintain relationships with their customers. We further hypothesize that customer commitment in online environments will be established via website features.