This document outlines a PhD workshop presentation about researching the impact of e-distribution channels on hotel performance. The researcher aims to describe how different online channels like OTAs and flash sales are used and how that usage affects financial performance. The study will use mixed methods including interviews and case studies analyzing property management and web analytics data. The expected outcomes are papers answering questions about the purpose of flash sales, balancing e-channel use, and the impact of e-channels on financial metrics. The contribution will be applying action research to hospitality technology, extending ICT theory, and improving the link between theory and industry practices.