More agents are using Global Distribution Systems to book hotels than ever before, according to a recent study.
The study of 650 agents from 34 countries reported a 14% rise in the use of GDSs for booking hotels since 2011.
The 2013 Bi-Annual Global travel agent GDS Study was conducted by market research firm Phoenix Marketing International in partnership with TravelClick and surveyed agents worldwide who use Amadeus, Galileo, Sabre and Worldspan.
The only other channel that experienced growth was hotel/chain websites, which increased 3%.
Travel agents’ use of all other channels – including other agent booking tools, telephone to hotel/CRO, travel mega-sites, general hotel directories and direct mail/fax – shrank significantly in the past two years, decreasing by 21%.
"The GDS is more popular with travel agents than ever. This year the GDS is on track to produce 58 million hotel reservations, up 5 million from 2011," said Jason Ewell, executive vice president, business intelligence, media and web solutions for TravelClick.
"As key influencers in booking decisions, hotels need to merchandise themselves to travel agents at the point of sale through the GDS."
The study also found that nearly two thirds of agents will actively book away from a hotel not in full rate parity within the GDS.
"With more agents using the GDS, there is an increased emphasis on ensuring rate parity so that agents can maintain credibility with their clients. There is nothing worse for an agent than offering a rate to clients only to learn that they could find a better rate by themselves on a different channel," said Ewell.
