This study defines e-loyalty as the perceived loyalty towards a hotel booking website (e.g. www.hilton.com) with the intent to either revisit the site or make a reservation from it in the future. Creating loyal customers is vital to firm’s strategy and survival (Taylor and Baker 1994), and has the capability to increase revenues and profitability (Aaker 1996; Heskett 2002; Srinivisan et al. 2002)