TravelCLICK released today results from a study conducted by NFO Plog Research, which found that travel agents are highly influenced by GDS media.
Over 62% of travel agents reported that they read GDS media advertising. The research results also indicated that of the agents reading GDS advertising, nearly two- thirds took action as a result of viewing an electronic advertisement. The action was either making a hotel booking, viewing details of the message, looking at the advertisers` rates and information within the GDS, or looking outside the GDS.
Some 74% of these travel agents reported that within the last three months, at least one of those actions taken was a hotel booking. TravelCLICK also released statistics today demonstrating a significant increase in the use of GDS media by hotels throughout the world. Total spending on GDS advertising by hotels increased by 95% in 2000, and continues to rise at an even more dramatic rate in 2001.
In addition to the increasing dollars spent on GDS media, the total number of hotels advertising in the GDS through TravelCLICK has grown substantially. Over 3,000 hotels worldwide advertised in the GDS in 2000, representing a growth of over 64% from the hotels that advertised in 1999.