Agents Rely on GDS
TravelCLICK, a provider of
e-commerce solutions for hotels, today released results from a survey, which
demonstrates that travel agents are increasing their reliance on the Global
Distribution Systems (GDS) for hotel information. Conducted by Phoenix
Marketing International, the bi-annual study shows that 67% of travel agents
worldwide say they use the GDS as much or more today than two years ago.The survey findings also indicate that customers depend on the advice of
travel agents when making decisions about hotel bookings. At least 39% of the
time travel agents recommend a hotel to the traveler.
The above results of the online, global survey of 1,118 travel agents
representing the four major GDS—Amadeus, Galileo, Sabre and Worldspan—
correlate with the increase in room nights and revenue the GDS experienced for
the first half of 2005. Q1 and Q2 of 2005 compared to the same time period in
2003 shows a 35.6% growth in revenue and a 17.7% increase in room nights made
through the GDS.
The research demonstrates that travel agents respond strongly to GDS
media. Among travel agents who recall seeing an advertisement on the GDS, 40%
report that they made a hotel booking at least once in the prior three months
due to the ad.
Among other key survey findings was the importance of suppliers offering
rate parity through the GDS channel. Travel agents across the globe were
virtually unanimous in the belief that the same rates should be made available
on all platforms.
“Consumers are increasing their reliance on the advice of professional
travel agents. Hotels practicing rate parity through the GDS channel are
growing share. Additionally there is strong evidence on the value of
targeting travel agents with relevant offers while they interact with
customers,” said John Hach, Vice President of Marketing and Product Manager of