GDS advertising for hotels refers to highly targeted advertisements shown directly to Travel Agents when they are booking rooms for clients. These ads run on Amadeus, Travelport and Sabre, which are the 3three main Global Distribution Systems (GDS), platforms used by travel agents and corporate bookers to search, compare, and book hotels, flights, cruises, insurance, car rental, airport transfer and trains. Hotels can use GDS advertising to promote their property, special offers, or amenities, so travel agents see them while booking. Ads appear throughout the whole travel agents’ booking flow, making it easier for hotels to stand out and attract bookings.

GDS advertising campaigns target travel agents and corporate clients with tailored messages, promoting exclusive deals and amenities to encourage bookings at the promoted property. Ads show up in key stages of the agent’s workflow, capturing attention and driving demand. With Amadeus, each GDS advertising campaign typically includes a dedicated campaign manager who continuously optimizes placement and targeting to ensure the best results.

Advertising on GDS platforms connects hotels with travel agents and corporate bookers worldwide, boosting visibility in key markets and increasing occupancy rates. Hotels benefit from:

• More high-value bookings
• Accelerated revenue growth
• Higher average daily rates (ADR) than OTAs (Online Travel Agencies)
• Stronger margins

GDS is a strategic lever for revenue growth and global exposure, helping hotels secure the right guests at the right rate.

GDS advertising positions hotels in featured placements within the GDS or at the top of search results (if using Preference Advertising), making them more noticeable to travel agents and corporate bookers. This increased visibility leads to greater consideration and more bookings. This increased visibility leads to greater consideration and more bookings.

Hotels can run various types of ads on GDS systems. Depending on a hotel’s objective and creative strategy, the ads can be text or graphical and they can target specific markets, travel agents based on their historical booking behavior, and specific moments within the booking flow to maximize effectiveness.

The cost of GDS advertising varies based on ad format, targeting options, and campaign duration. Billing is based on actual consumption, calculated monthly in arrears (after delivery), so hotels pay for true usage and are billed monthly. Return on ad spend (ROAS) can be strong as GDS bookings tend to have higher average daily rates and longer stays. Contact an Amadeus representative for a tailored quote.

These are the three best practices that directly influence a hotel’s ability to maximize GDS performance and conversion rates:

• Get the basics right: Rates, content, and messaging must be accurate and consistent in the GDS. High-quality property descriptions, appealing images, accurate room details, and clear messaging and descriptions showcasing amenities and competitive rates help convert searches into bookings. Strong and accurate content drives relevance, while clear value propositions drive bookings. And a strong GDS advertising campaign can help hotels achieve all this. Monitoring performance and adjusting campaigns based on results also improves conversion rates.
• Use data to uncover opportunities: Let insights, not assumptions, drive where you advertise and who you target. Leverage market intelligence to identify where demand is shifting.
• Match real booking behavior: Align campaigns with seasonality, booking windows, and how travel agents actually work. Travelers behave differently across seasons, segments, and city tiers. Corporate travel, leisure peaks, regional events: these shift demand patterns. By aligning rate strategy, availability, and visibility with these trends, you will ensure you are positioned exactly where travelers and travel agents are looking.

Yes, GDS advertising is highly effective for attracting corporate and business travelers, as many companies and travel agencies use GDS platforms to book accommodations. Advertising on GDS ensures hotels are visible to this valuable segment, increasing the likelihood of securing high-value and repeat bookings.

GDS participation means a hotel is listed and bookable on the GDS platform. GDS advertising involves actively promoting the hotel through paid campaigns or preferred placements to increase visibility and attract more bookings beyond standard listings.

The investment needed for a good ROAS depends on your hotel's goals, target markets, and budget. You can start with a modest campaign, monitor performance, and adjust spending based on results. Many hotels find that strategic investments in GDS advertising yield strong returns. For a tailored advertising plan, please contact an Amadeus representative.

The cost of a GDS advertising campaign with Amadeus varies based on ad type, targeting options, campaign duration, etc. Pricing is customized and based on hotel’s goals and needs. Contact an Amadeus representative for a tailored quote.

No. Amadeus is the only multi‑GDS partner that can offer both GDS advertising and Preference advertising across all three major GDSs (Amadeus, Sabre and Travelport).

Yes, Amadeus occasionally offers special promotions or packages for GDS advertising as well as for Preference advertising. These can include discounted rates, bonus placements, and/or waived creative fees. Contact an Amadeus representative for current promotions and offers.