Electronic commerce in Brazil has become an important channel in the dissemination, commercialization and distribution of products and services. In the tourism sector that tendency is already a reality and for some services, such as lodging reservation, is already the main channel used by consumers. Because it is a new market in strong expansion, where many competitors stand as viable alternative for lodging reservations, many knowledge gaps arise about how consumers evaluate alternatives. The purpose of this study is to generate Information about which attributes consumers value in an online travel agency website, specifically those focused on hotel reservation. Based on prior knowledge of the author on the study subject, a questionnaire was generated to identify consumers knowledge about major brands and understand which attributes are most valued by them. The results showed that the reputation and reliability of the site was the most important attribute, followed by quality of information about hotels, site usability and price. The results also suggested that it must first worry about being known to the public in general, and then focus on the attributes they value, as it is no use meet all the needs of the consumer if they do not know it.