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Travel agents are using Global Distribution Systems (GDS) to make hotel reservations at record levels, according to a new study by hotel solutions provider TravelClick and Phoenix Marketing International.
The 2015 Global Travel Agent GDS study surveyed more than 900 agents in 48 countries across the globe who use the Amadeus, Sabre and Travelport systems. It found that 51 percent of agents are using the GDS more in 2015 than in the past two years. In addition, over a quarter (29 percent) of agents surveyed said they are taking advantage of the GDS shopping displays more often, while nearly two-thirds (65 percent) said they are aware of the GDS promotional text messages.
Among those who are aware of these promotional messages, nearly a quarter (24 percent) request more information from a screen within the promotional message, while 29 percent check the GDS system for this information.
Overall, 69 percent of agents surveyed said they book a hotel offer through the GDS system, regardless of advertising medium.
"Travel agents around the world are increasingly utilizing the GDS for hotel research and reservations," said John Hach, senior industry analyst of TravelClick, via a release. "This study correlates with our business intelligence projections that 2015 will be a record year for GDS hotel bookings. The growth reinforces the importance for hoteliers to pay extra attention to the GDS, especially as it is one of the highest average daily rate channels for maximizing revenue per available room (RevPAR)."
On the other hand, rate parity - or maintaining the same rates across all distribution channels - has been a hot topic as of late among travel professionals, and appears vital in ensuring GDS bookings. Nearly all agents surveyed (96 percent) felt it was "somewhat important" or "very important" that GDS offer rate parity.
In fact, over half of agents said they would abandon a hotel if the accommodation did not offer the best rates within the GDS, and they would abandon the GDS altogether if they found a better rate in another channel.
"This year's study is the most comprehensive to date, and travel agents were universal in their support for GDS rate parity," Hach said.
Amenities and add-ons are still highly valued by agents, according to the study. The most appealing amenities and add-ons for agents are (in order): complimentary breakfast (83 percent), free Wi-Fi (72 percent), special rates (77 percent), free upgrades (62 percent) and free night stays (50 percent).
Agents interested in learning more about the results of TravelClick's GDS study are encouraged to register for one of the following free webinars:
• 30 September 11:00 (11am EDT - New York)
• 30 September 22:00 (10pm EDT - New York)
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