This study argues that since information search activities of online travel planners are outcome oriented, the selection of tourism online information channels is highly predictable. Building upon this assumption, this study examined the extent to which one could differentiate tourism online information channels through the online information search activities of online travel. The results of a series of logistic regression analyses of online American travelers confirm that there are significant and meaningful differences in the core functions of the various online information channels. The online travelers select different information channels based on different needs such as booking, generating ideas. Thus, the results of this study clearly suggest that tourism marketers can develop their competitive advantage by structuring their advertising program to match the information needs of those travelers based upon information channel.