New research study shows a steady rise of travel advisors booking hotel reservations via global distribution systems
September 17, 2019 – 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.
“We want to help our customers achieve an excellent return on advertising spend (ROAS) on all of their paid media campaigns. The only way hoteliers can measure the effectiveness of advertising directly to travel advisors via global distribution systems is to have access to industry-standard metrics comparable to that of mainstream digital advertising platforms,” said Scott Falconer, EVP and General Manager of Media Solutions, TravelClick. “Today, only TravelClick customers have access to the industry’s first and only GDS advertising reporting platform that measures performance across all four major global distribution systems, and does so in a way that is aligned to measuring other forms of digital advertising.”
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 today 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,” said John Hach, senior industry analyst, TravelClick. “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.
To learn more about the results of TravelClick’s study, please view our eBook here.
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.
About TravelClick, an Amadeus Company
TravelClick offers innovative, cloud-based and data-driven solutions for hotels around the globe to maximize revenue. TravelClick enables over 25,000 customers to drive better business decisions and know, acquire, convert and retain guests. The Company’s interconnected suite of solutions includes Business Intelligence, Reservations & Booking Engine, Media, Web & Video and Guest Management. As a trusted hotel partner with more than 30 years of industry experience, TravelClick operates in 176 countries, with local experts in 39 countries and 14 offices in New York, Atlanta, Barcelona, Bucharest, Chicago, Dallas, Dubai, Hong Kong, Melbourne, Orlando, Ottawa, Paris, Shanghai and Singapore. The Company also provides its hotel customers with access to a global network of over 600 travel-focused partners. Follow TravelClick on Facebook, Twitter and LinkedIn.
Amadeus US press office