Amadeus：2024年全球旅游銷售商報(bào)告 Mastering the GDS A Guide to Effectively Engaging Travel Sellers

aMaDEUSi

Mastering

MasteringtheGDS:AGuidetoEffectivelyEngaging

TravelSellers

2024GlobalTravelSellersReport

Newresearchexploreswaysforhoteliers,

destinationsand

airlinestoleverageglobaldistribution

systems(GDSs)tosuccessfullyengagetravelsellersusingGDSadvertising.

amadeushospitality?affiliatessubsidiaries

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

Contents

Introduction

3

AbouttheSurvey4

Price:travelers’keyconcern5

TravelTrendsBasedontravelsellers’GDSusage6

Agrowinginterestindoor-to-doortravelexperiences6

Theimportanceofsustainability6

Businessand‘blended’travelisup7

GDSusageisontheriseandcontinuestooutpace

otherreservationchannels7

WhyaresometravelsellersusingtheGDSmore?12

Theimportanceofrateparity13

OptimizinghotelcontentonGlobalDistributionSystems13

GDSadvertising:Theartofbeingtop-of-mind

fortravelsellers14

GDSadsinfluencetravelsellers’buyingbehavior14

Targetinginternationaltravelers:GDSadvertising

fordestinations15

GDSadvertising:Expandingairlines’horizons16

OptimizingGDSadvertising:

StrategicinsightsandAmadeus’recommendations17

Amadeus’comprehensivemediasolutions:

EnhancingvisibilityandbookingsforhoteliersandDMOs18

?AmadeusITGroupanditsaffiliatesandsubsidiaries2

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

Introduction

Globaldemandfortravelshowsnosignsof

slowingdownin2024,withmanyregionsandmarketsonparwithorsurpassing2019hoteloccupancylevels,accordingto

Amadeus

businessintelligencedata.

Businesstravelisreturning,butitisleisure

demandthatislargelydrivingthepost-

pandemicrecovery.Amadeus’

Agency360

?datashowsthat,asofJuly2024,hotelroomnightsbookedonglobaldistributionsystems(GDSs)forleisuretravelhaveincreased

significantlyoverthelasttwoyears.

Whilethisisgoodnewsforthetravelindustry,

it’simportanttonotethattherecontinuestobesomenoticeableshiftsintravelerbehaviorandpreferences.It’sallhighlightedhereinthe

resultsofAmadeus’TravelSellers’survey,

whichincludesanewsegmentofpricesensitiveshopperswhoexpectthebestdealswhen

makingtheirtravelarrangements.Thisyear,

travelershavelisted“valueformoney”asa

keyconsideration,alongwiththeavailability

ofmulti-modaloptionsforanoverallseamlessjourney.Andwithmanytravelersshowinga

greaterinterestin‘blended’travel,whichmergesbothbusinessandpersonaltimeonthesame

trip,carefullyweighingtheiroptionshasbecomeevenmoreimportant.

Nowisthetimeforhoteliers,airlinesand

destinationmarketerstoevaluateandrefinetheirstrategiestomoreeffectivelyservetheirkeyaudiences,includingtravelsellers.

Travelsellers,valuedfortheirexpertise,use

theGDStofindthebestdealsfortheirclients.Amadeus’latestresearchshowsthattobecomeapreferredchoiceamongtravelsellersand

theircustomers,itisessentialtofindouthowtomarketeffectivelyontheGDS.

?AmadeusITGroupanditsaffiliatesandsubsidiaries3

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

About

thesurvey

Inacomprehensivestudyauthoredby

Amadeus,TakedownResearch,aprominent

providerofresearchandanalytics,surveyed

approximately1,000travelsellersfromthe

industry’sthreemajorGDSs–Amadeus,Sabre,andTravelport–betweenMayandJune2024.Theresearchaimedtoassesstheusageand

satisfactionwiththeGDSamongtravelsellersandtracktheevolutionofawarenessand

perceptionofGDSadvertisingoverthepasttwoyears.Thestudy’sfindingsprovideabalancedrepresentationoftravelagentsfromtheNorth

America(NORAM),LatinAmerica(LATAM),Europe,MiddleEast,andAfrica(EMEA),andAsiaPacific

(APAC)regions,withtotaltravelagentpercentagesadjustedtoreflectallregionsequally.

Asthemostrecentsurveywasconductedin

2022

,

itwascrucialforthecurrentsurveytoexaminethechangesthathaveoccurredduringthis

post-pandemicperiod,includingupdatedfindingsandpointsofviewthatreflectthetravelindustryasitexiststoday.

?AmadeusITGroupanditsaffiliatesandsubsidiaries4

aMaDEUS

MasteringtheGDS:GuidetoEffectivelyEngagingTravelSellers

A

Price:travelers’keyconcern

Overthepastfewyears,health,safetyand

financialconsiderationshavebeenprimary

factorswhenitcomestotravel.Today,however,costisthemostimportantconcernfortravelerswhenmakingreservationsthroughtravelsellers.

Travelersoftenmodifytheirplans,fromflightbookingstodestinations,basedonpricingconsiderations.

Despitetheincreasingcostoflivingandtheimpactithasontripplanning,consumers

continuetohaveastronginterestintravel.

Nowadays,theyalsoexpectatravelexperiencethatoffersgreatvalueand

completetransparencyintermsofitsworth.

?AmadeusITGroupanditsaffiliatesandsubsidiaries5

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

Basedontravelsellers’GDSusage

TravelTrends

Agrowinginterestindoor-to-doortravelexperiences

Foratravelseller,creatingafrictionlessjourneyfortheirclientsisessential,fromthemoment

theyleavehome,tothetimetheyboardtheir

flight,arriveattheirhotel,andreturn.Twoout

offiveemphasizetheimportanceofaseamlessdoor-to-doorexperiencefortravelers,througheverystepoftheirtrip.

Inaddition,offeringconvenienceandefficiencyhaveproventobekeytosatisfyingandretainingclients.Halfofalltravelsellerswouldconsiderofferingthefollowingservicesaspartofthis

comprehensivedoor-to-doorexperiencefortravelers:flights(63%),fastcheck-in(58%),transfers(56%),insurance(51%),andcar

rental(50%).

Theimportanceofsustainability

Intoday’sworld,moreandmorepeopleare

incorporatingsustainabilityintotheirtravelplans.Thesurveyfindingsindicatethatsustainability

isakeyfactorforone-thirdoftravelsellers,asitinfluencestravelers’decisionswhenchoosingatravelseller.

Travelersinterestedinsustainabilityexpect

toseespecificinformationintravelsellers’

descriptions.Over60%oftravelersfindthat

sustainabilityratings,orgreenlabels,andthesustainabilitycertificationsoftravelsellers

themselvesareimportant.50%oftravelers

wouldcarefullyinspectthecarbonfootprintofanytraveloptions,includingaccommodations.

Keytakeaway:SustainabilityinformationismorecriticaltotravelersinEMEAandAPACthaninotherregions.

?AmadeusITGroupanditsaffiliatesandsubsidiaries6

aMaDEUS

Businessand‘blended’travelisup

Followingthepandemic,81%oftravelsellershavenotedanincreaseddemandforbusinesstravel,

alongwithareneweddesireformorein-person

engagement.Travelersareincreasinglycombiningbusinesstripswithleisureactivities,extending

theirstaystoexploreandenjoythedestinationbeyondwork.Travelsellersindicatethatmorethanaquarterofallbookingsnowfallintothis‘blended’travelcategory.

GDSUSAGE

GDSusageisontheriseandcontinuesto

outpaceotherreservationchannelsinterms

ofgrowth.

Travelsellers,whoconnectanaverageof6timesperdayfornearly9hours,stillconsidertheGDSacriticalchannelinthegrowthofthetravelmarket,accordingtothesurvey.Globaldistribution

systemscontinuetooutpaceotherreservationchannels,withover50%oftravelsellersusingitmorenowthantheydidtwoyearsago.

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

PHOTOCREDIT:ImagebyFreepik

TheGDSofferstravelsellersthechanceto

providetheircustomerswithtailored,exclusivetravelservices,enhancingtheoverallvalueoftheirofferings.Simultaneously,travelprovidersbenefitfromanincreaseinbookings.

Q:Comparedtotwoyearsago,wouldyousaythatyouwereusingthefollowingreservationchannelsmore,aboutthesame,orless?

TravelSellers

MoreSameLess

51%

32%

17%

GDS

Platform

31%

35%

34%

Hotel/PropertyChainWebsite

36%

30%

35%

Aggregators/Marketplaces

31%

34%

35%

CRO/DirectCalltoHotel

38%

36%

25%

GDSShoppingDisplay

30%

31%

39%

OtherOnlineBookingTool

28%

29%

43%

SharingEconomySystem

DataSource:TakedownResearchsurvey,May-June2024

?AmadeusITGroupanditsaffiliatesandsubsidiaries7

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

TheSharingEconomySystem:Referstoan

economicmodelthatisbasedonpeoplesharingpossessionsandservices,eitherforfreeorfor

payment,usuallyfacilitatedthroughonline

platforms,suchasshort-termrentalproviders.

GDSShoppingDisplay:Aplatformthatsourcesandaggregatesalltravelcontent-airline,hotel,railoperator,cruise,etc.-intoonelocationthatisdeployedonavarietyofinterfaces.

WithGDSusageontheriseglobally,platformpreferencesvarybyregion.

NorthAmerican(NORAM)travelsellersarebookingalmostexclusivelythroughtheGDS,withlessthan10%indicatingthattheyareusingitlessthantheyweretwoyearsago.

Q:Comparedtotwoyearsago,wouldyousaythatyouwereusingthefollowingreservationchannelsmore,aboutthesame,orless?

NORAM

MoreSameLess

39%

52%

9%

GDS

Platform

25%

47%

28%

Hotel/PropertyChainWebsite

21%

36%

43%

Aggregators/Marketplaces

15%

48%

37%

CRO/DirectCalltoHotel

31%

52%

17%

GDSShoppingDisplay

16%

39%

45%

OtherOnlineBookingTool

13%

39%

48%

SharingEconomySystem

DataSource:TakedownResearchsurvey,May-June2024

8

?AmadeusITGroupanditsaffiliatesandsubsidiaries

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

InLatinAmerica(LATAM),too,morethanhalfofsurveyedtravelsellersareusingtheGDSmoreoftenthantheyweretwoyearsago(+3%comparedtothe2022report,wherethesamequestionwasalsoasked).

LATAM

26%

36%

38%

40%

29%

31%

34%

35%

31%

35%

36%

29%

28%

29%

44%

31%

28%

41%

MoreSameLess

CRO/DirectCalltoHotel

Hotel/PropertyChainWebsite

Aggregators/Marketplaces

GDSShoppingDisplay

OtherOnlineBookingTool

SharingEconomySystem

Q:Comparedtotwoyearsago,wouldyousaythatyouwereusingthefollowingreservationchannelsmore,aboutthesame,orless?

51%

28%

21%

GDS

Platform

DataSource:TakedownResearchsurvey,May-June2024

?AmadeusITGroupanditsaffiliatesandsubsidiaries9

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

57%ofsurveyedtravelsellersfromEurope,theMiddleEastandAfrica(EMEA)areusingtheGDS

moreoftenthantheydidtwoyearsago(+5%comparedtothe2022report,wherethesamequestionwasalsoasked).

Q:Comparedtotwoyearsago,wouldyousaythatyouwereusingthefollowingreservationchannelsmore,aboutthesame,orless?

EMEA

MoreSameLess

57%

25%

17%

GDS

Platform

32%

33%

35%

Hotel/PropertyChainWebsite

35%

31%

34%

Aggregators/Marketplaces

35%

29%

36%

CRO/DirectCalltoHotel

41%

32%

27%

GDSShoppingDisplay

35%

30%

34%

OtherOnlineBookingTool

30%

27%

43%

SharingEconomySystem

DataSource:TakedownResearchsurvey,May-June2024

?AmadeusITGroupanditsaffiliatesandsubsidiaries10

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

56%ofsurveyedtravelsellersfromAsiaPacific(APAC)arealsousingtheGDSmoreoftenthantheyweretwoyearsago(+5%comparedtothe2022report,wherethesamequestionwasalsoasked).

Q:Comparedtotwoyearsago,wouldyousaythatyouwereusingthefollowingreservationchannelsmore,aboutthesame,orless?

APAC

MoreSameLess

56%

25%

19%

GDS

Platform

41%

24%

35%

Hotel/PropertyChainWebsite

46%

24%

30%

Aggregators/Marketplaces

39%

23%

37%

CRO/DirectCalltoHotel

46%

26%

28%

GDSShoppingDisplay

43%

25%

32%

OtherOnlineBookingTool

37%

23%

40%

SharingEconomySystem

DataSource:TakedownResearchsurvey,May-June2024

?AmadeusITGroupanditsaffiliatesandsubsidiaries11

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

WhyaresometravelsellersusingtheGDSmore?

TravelsellersfindtheycanusetheGDStomaketraveleasierandlessstressfulfortheirclients.Travelsellerscanbetteraccommodatetheirclients’needs,

explainpolicies,presentpersonalized

offers,andstreamlinetheentirebookingprocessdowntothesmallestdetail.

Beyondofferingseatselectionandfastcheck-in,

over50%ofthemwouldalsoofferkeyvalue-addedservicesliketransfer,insuranceandcarrentaltotheircustomers.

12

?AmadeusITGroupanditsaffiliatesandsubsidiaries

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

Theimportanceofrateparity

Maintaininguniformratesacrossvariousdistributionchannels,knownasrate

parity,iscrucialtotravelsellersworldwide.

Accordingtosurveyresults,3outof5travelsellersactivelyavoidhotelsthatdon’tofferconsistentratesacrossGDSproviders.

Keytakeaway:AlmostalltravelsellersinNORAMfeelthatrateparityisan

importantconsideration.

OptimizinghotelcontentonGlobalDistributionSystems

Anaccuratehoteldescription(HOD)is

crucialforahoteltobeabletoconvert

bookings.MosttravelsellersrelyonHODs–essentially,ahotel’selectronicbrochureorlandingpage–totellthemeverything

theyneedtoknowabouttheproperty.

Nearly80%oftravelsellerssearchprimarilyforaproperty’sstar-ratingandphotos,

followedbyhotelservicesandamenities.

Outofallregions,travelsellersinNORAM

(61%)andLATAM(59%)relymostheavilyonHODs.Theseresultsaligncloselywithsurveysconductedpriortothepandemic.

?AmadeusITGroupanditsaffiliatesandsubsidiaries13

DownloadAmadeus’

GuidetoOptimizing

GDSVisibility

tolearnmoreaboutHODbestpractices

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

GDSadvertising:

Theartofbeing

top-of-mindfor

travelsellers

GDSadsinfluencetravelsellers’buyingbehavior

MorethantwothirdsoftravelsellersstatethatGDSadvertisinghassomeinfluenceovertheir

buyingbehavior.Reachingtravelsellersthroughthischannelshouldthenbecomeakeymarketingstrategyforhotels,airlines,anddestinations.

Keytakeaway:TravelsellersinNORAMarethemostlikelyamongvariousregionstobook

providersthatarefeaturedinGDSadvertising.

?AmadeusITGroupanditsaffiliatesandsubsidiaries14

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

Threequartersoftravelsellersindicatethattheywouldbookaprovider’s“bestoffer”regardlessofwheretheadisplaced.

Targetinginternationaltravelers:GDSadvertisingfordestinations

Destinationsleverage

GDSadvertising

primarilytoexpandinternationalreachandvisibility.GDSsprovideaplatformtotargetinternationaltravelers,enhancethelocaleconomy,andfostersustainablegrowthwithinthetourismsector.Whenitcomes

toadvertising,travelsellersconsiderincentives,discounts,andspecialdealsasthegreatest

motivatorstoselectingadestination(66%),followedbytheuniqueexperiencestheycanoffer(48%).

Hotels,DMOs,airlinesandothertravel

providerscanchoosefromaselectionofGDSadplacementstotargettravelsellers,

includingsign-in,searchavailability,lockscreen

andsell-timeads.Hotelscanalso

markettotravel

sellers

bypurchasingtopplacementsonGDSho-telsearchscreens,orpreferredplacement

products,likepaidsearchonsearchengines.

Travelproviderscanconsidertheseessentialelementstohelpcraftacompellingad:

?TravelsellersindicatethatthemosteffectivetimestoreceivepromotionalmessagesontheGDSareeitherduringthesearch(35%)orloginprocess(25%).

?Threeoutoffourtravelsellersfindgraphicalmessagesmoreappealingthantext-basedones.

“I’dlovetoseeengagingadvertisingcontentontheGDSthatbringstolifelocalexperiences,showcasesuniqueculturalofferings,andhighlights

lesser-knowndestinations,allofwhichwouldinspireasenseofadventure

anddiscoveryamongtravelers.”

?Wordssuchas“free’’or“complimentary’’areespeciallycompellingforalmostall

travelsellers(93%).

?Sustainabilityinformationinfluencesbookingdecisionsfor60%ofsellers,especiallywhenitcontainssustainabilityratingsorgreen

labels,ortravelproviders’sustainabilitycertificationsforsellers.

Anonymoussurveyrespondent

?AmadeusITGroupanditsaffiliatesandsubsidiaries15

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

GDSadvertising:Expandingairlines’horizons

Astravelerscontinuetoshowinterestin

vacationingtomoreexoticlocationsdespite

budgetconstraints,airlinesarerethinkingwaystocatertopassengertasteswithmoreaffordablypricedtickets.

Someairlineshaveaddednewornon-stop

routes,orevenbrand-newdestinationsaspartofapromotion.GDSadvertisingplaysakeyroleinpromotingtraveloptionsandensuringtheyarevisibletotravelsellerswhoareactivelybookingtripsforcustomers,therebyenhancingthe

probabilityofrapidlyfillingallavailableseats.

Beyondairtickets,passengersarelookingfor

complementaryservicestoenhancetheir

experience–servicesthatrepresentvaluable

revenueopportunitiesforairlines,astheyallowtravelsellersgreatflexibilitytodesignmore

personalizedtrips.Additionalservicesthattravelsellersmostfrequentlyoffertheirclientsincludeseatselection(63%)andfastcheck-ins(58%).Accordingtothesurvey,81%oftravelsellersfindthatloyaltyprogramsarekeytoincentivizing

customerstopurchasemoreancillaryproductsandservices,inexchangeforvariousrewardssuchaspoints,miles,orstatusupgrades.

16

?AmadeusITGroupanditsaffiliatesandsubsidiaries

aMaDEUS

MasteringtheGDS:AGuidetoEffectivelyEngagingTravelSellers

OptimizingGDSadvertising:

StrategicinsightsandAmadeus’recommendations

Travelsellershavetheirowntargetaudiences,

whichcanvarywidelybasedonindividualspecialinterests,geographicalfocus,clientdemographics,andotherfactors.Understandingtravelsellers’

targetaudiencesiscrucialfortravelprovidersaimingtoeffectivelyengagewiththemthroughtheGDS.

Datagivestravelprovidersvaluableinsightstoef-fectivelytargettherighttravelsellers.TooptimizetheuseofGDSandachievesuccess,herearefourrecommendedstepstofollow:

1.Identifytheaudience

Inanever-evolvingtravellandscape,hotels,

airlines,anddestinationsmustembraceflexibilitytounderstandmarkettrendsandtravelsellers’

shiftingpreferences.Leveragingmarketinsightsfrom

businessintelligencetools

canhelpthesetravelproviderspredictandrespondtoshifts

inbookingbehaviorsandaligntheiroffers

accordingly.Dataiskeytohelpingidentify

travelsellersbasedonvariouscriteriasuchas

geographiclocation,size,bookingtrendsand

patterns,andclientspecializations(e.g.,corporatetravel,leisuretravel,andblendedtravel).

Thisprocessofsegmentationisimportantforunderstandingwhichsellersaremostlikelytobeinterestedinspecificofferings.

2.Buildtargetedmarketingstrategiesformaximumengagement

Oncetravelsellersareidentifiedandsegmented,travelprovidersshouldensuretheirofferings

aredetailed,up-to-date,andvisuallyengagingwithhigh-qualitydescriptions,images,and

multimediacontent.Morethan8in10

travelsellersacknowledgethattheyviewhoteldescriptiondetailswhenbookingorresearchingaproperty.

ThemessagingofeachofferordiscountonGDSadsshouldbetailoredtoaspecifictravelsellersegment.

Whiletravelsellersandtheirclientsprioritizedprice,health,andsafetyin2022,thecurrent

economicclimateisleadingthemtosearchfor‘greatdeals’thatprovideconsumerswiththemostvalueformoneyspent.

3.Analyzeandoptimizecampaignperformance

EveryGDSadvertisingcampaignshouldinvolveongoingmonitoringtogaugeitsperformance.UtilizingGDSanalyticstoolsinconjunction

withbusinessintelligencesolutionscanbe

instrumentalinidentifyingwheredemandis

comingfrom.Byanalyzingdatasuchasbookingvolumes,conversionratesandrevenuegenerated,it’spossibletodeterminewhichtravelsellersaredeliveringthebestreturnonadspend(ROAS)

andadjuststrategiesaccordingly.

4.Buildawinningrelationship

AsurgeinbookingsandrevenuefromthelatestGDScampaigndoe