GDS hotel promos influence agents’ booking choice: study
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
A survey has shown that travel agents are more likely to book a hotel as a result of a promotional message on a GDS. Some 80% of agents surveyed felt that showing the best available rate offered by the hotel – even if it is not a negotiated rate – was the best way to get them to book a hotel while they are researching a hotel for negotiated rates.
The survey, commissioned by TravelCLICK which provides e-marketing solutions for the hotel industry, included 500 travel agents from 30 countries, representing the four major GDS systems – Amadeus, Galileo, Sabre, and Worldspan.
The study found that 41% of travel agents worldwide are using their GDS platform more often than in the past, while 30% are using the GDS shopping displays more often.
When asked about their awareness of GDS promotional messages, 55% of travel agents recalled seeing promotional messages in the past three months. Of this group, 52% made a booking at a hotel shown in the promotional message they saw.
“Compared to the earlier study, the likelihood that an agent will book a hotel as a result of a promotional message has increased significantly from 40% in 2005 to 52% in 2007,” said David Pluchino, Senior Research Manager at Phoenix Marketing International which conducted the survey.
“This increase indicates the agents’ growing awareness and reliance on GDS promotions to find relevant, high-value choices for their clients.”
Comments are closed.