83% of GDS Terminals Receive
|by Ray Cohen, President & Co-Ceo, TravelCLICK
Recently, NFO Plog research conducted a study of travel agents and their use of the GDS to gather information on hotels. NFO Plog is a recognized and highly respected research firm that specializes in the travel industry, and has more experience in surveying travel agents than any other research company.
The study concluded that travel agents are increasing … not decreasing … their reliance on GDS systems for hotel information. Nearly 90% of travel agents say that they use the GDS and GDS shopping displays as much or more today than two years ago. Travel agents also report increased use of hotel property Web sites compared to two years ago. Travel agents are now less likely to use printed hotel directories, direct mail, fax, and the phone to gather information about hotels.
The research also analyzed travel agent response to GDS media (promotional text messaging). Nearly two-thirds of all travel agents are aware of GDS media advertising, a proportion that is unchanged from research conducted two years ago. Travel agent readership of the promotional text messages continues to have significant influence on hotel choice: 53% of all travel agents who recall GDS advertising report that they made a booking at a hotel at least once in the prior three months due to a GDS ad.
In addition to the research study, analysis was also completed on text messaging/advertising media sent to GDS terminals. For cost per impression GDS advertising campaigns, ad impressions are sent to 83% of GDS terminals worldwide. An advertiser only pays for ads delivered to these terminals. Situations where an advertiser does not pay for ads would include the following:
Ray D. Cohen, TravelCLICK,
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