The midscale hotel segment plays a crucial role in the Malaysian tourism industry, catering to value-conscious travelers who seek quality accommodation and essential amenities. Malaysian midscale hotels, a part of larger hotel chains, have been able to use innovative strategies that have been shared by their corporate headquarters. The midscale segment has benefited from these initiatives, which have been successfully cascaded down to improve room reservation systems and distribution. This has increased the segment's resilience and flexibility to changing market conditions. This study seeks to identify the distribution strategies and technology-driven innovations adopted by midscale hotels in Malaysia in response to the COVID-19 pandemic. The use of qualitative research methodology in this study was appropriate to gain an in-depth understanding of the distribution strategies, changing roles of the intermediaries, and the technological innovation adaptation for the midscale hotel segment in Malaysia that has made the qualitative research suitable for this study, particularly among hotelier, intermediary and technology partners. Findings show that Midscale hotels in Malaysia adopted advanced booking platforms, data-driven technology tools, other technology tools, and other technology-enabled strategies to address pandemic-related challenges. Moreover, technology played an important role in the adaption and long-term development and midscale hotels, improving their relations with customers and stakeholders. The implementation of these strategies highlights the significance of technology in midscale hotel’s survival and adaptability during and beyond the pandemic.