TravelClick Expands GDS Advertising Capabilities with Exclusive, On-Demand Reporting Platform Across all Global Distribution Systems
TravelClick, an Amadeus company, is introducing new reporting and analytical capabilities for Travel Agent Global Distribution System (GDS) Advertising, a tool that reaches travel advisors across all four systems at the point of sale and helps hoteliers win and attract high-ADR bookings from business and premier leisure travelers.
The addition of these capabilities via TravelClick’s Agency360® business intelligence platform represents a significant and unique investment to create superior GDS Advertising performance insights with on-demand access and deep-dive analytics, especially as hotel booking growth via GDS platforms is expected to surpass 76 million reservations in 2019 – a year-over-year increase of over one million hotel bookings.
Bi-annual study confirms global distribution systems are the platform of choice for travel advisors making hotel bookings
To underscore the effectiveness of advertising on global distribution systems that the vast majority of travel agents around the world use to book leisure and business travel, TravelClick also is releasing the results of its 2019 Global Travel Agent global distribution system study, which was completed in collaboration with market research firm Phoenix Marketing International. This study of more than 900 travel agents located throughout 47 countries in North America, Latin America, EMEA, and Asia/Pacific regions revealed that travel agents continue to report record use of global distribution channels to make hotel reservations.
This research demonstrates the continued importance of global distribution systems for travel agents the world over. Use of these systems continues to rise, and 2019 will be a record year for hotel bookings made via these technology platforms. Despite the growth of alternative lodging options, global distribution systems remain the platform of choice for travel agents.
Advertising on global distribution systems displays continues to be important for hoteliers
Globally, 87 percent of travel agents surveyed reported they are using GDS platforms the same or more often compared to two years ago. Additionally:
- Globally, 67 percent of travel agents surveyed also reported they will book a great hotel offer regardless of the advertising screen type.
- Nearly two-thirds (63 percent) of travel advisors globally state that all or most of the time they view the hotel description details when making a booking or researching a property.
Travel advisors remain loyal to properties that are listed on global distribution systems
Despite the continued growth of the alternative accommodations market among consumers, travel agents have not utilized these sites with the same enthusiasm. In fact, 49 percent of survey respondents said they are booking alternative lodgings less often than they were two years ago.
This study was conducted between June 10, 2019, to July 9, 2019. Survey participants were 907 travel agents, and agents in 47 countries were interviewed in the North America, Latin America, EMEA, and Asia/Pacific regions.
The participants were identified through sign-on messaging and banner ads within the GDS systems and a $5 U.S. Amazon.com gift certificate was offered to each respondent participating in the study.