The World Wide Web has changed things dramatically, but the underlying theory and
functions of tourism distribution remain the same. Indeed, there are new categories of
intermediaries forming a complex web-like distribution structure with many layers, and this has
had an impact on the complexity of the purchasing process. Power has shifted to a new category
of intermediaries, search engines, and a revenue model based on advertising has grown in
importance. In spite of those changes, the issues of human interaction, adding value, consumer
trust, and branding remain important, just as in ages past. Participants in tourism distribution
would be well-served to heed both the changes and constants that have manifested in the Web
era.