The case study showcases ‘morethailand.com’ an e-intermediary in the tourism industry. Based out of Thailand, the firm is in the process of finding a niche for itself through innovative online and offline marketing strategies with the constraint of limited resources. The case study attempts to focus on the e-business challenges in the travel and tourism sector especially in a developing country like Thailand. It specifically highlights the clash between the traditional and modern form of intermediaries in the travel and tourism sector and how it is bound to evolve in the future. A comparison between different approaches to search engine marketing offers an interesting perspective to the literature pertaining to on line e-commerce. An economic view on the case is also presented.