Optimize Hotel GDS Distribution

The objective of improving the hotel distribution system lies in the Global Distribution System and it is not really as difficult as it first appears. Effective hotel revenue managers know that they can easily take control of their hotel GDS by knowing the opportunities available in their properties. These opportunities can range from marketing the hotel using targeted advertising so that they can be placed at the top of hotel listings.

Meanwhile, doing simple steps like using revenue management features such as “Hotel UpSell” and “Best Available Rate” can help as well. It is important to realize that there are actually tons of available opportunities to advertise within the hotel GDS. Still though, hotel revenue management teams should determine when the best time to advertise is and what messages should be given.

Specific GDS Promotions

Specific messages should also be promoted. For example, in some cases, hotels want to market a specific destination while some are pushing their brand to a new target market. A lot of GDS today can provide personalized programs that are customized according to the hotel’s needs. It can include various advertising tools that are available in the hotel distribution system.

Effective advertising tools usually available from major GDS include:
• Sign-in Advertising – direct advertising messages during at the period of signing in to the GDS by agents.

• Targeted Textual Advertising – helps hotels promote the products and services to the target market during the time when they are ready to make their decisions.

• Travel Agency Portals – usually related to graphical user interface or GUI. Hotel GUIs allows hotels to use the combination of text and graphics to make a bigger impact. Because of this, the tool is particularly beneficial when promoting brand awareness or a certain property with pictures.

• Online Itineraries – more visual content is used in this case. The strong images coupled with the strong push marketing strategy helps hotels make a greater impact in the minds of their consumers. This can ultimately increase hotel sales.

Each GDS should provide targeted promotional tools so that hotels can use this to further promote their brand or properties. Meanwhile, online hotel GDS can be composed of travel agency portals, internet brochures, and online itineraries; these can be maintained by the hotel itself depending on the GDS in question.