호텔 마아케팅 수단으로서의 GDS 활용 방안 연구

A Study on Hotel GDS as an Effective Marketing Tool

Today, the travel marketplace is a global arena with hundreds of thousands of buyers (travel agents) and sellers (hotel, airlines, car rental companies, etc.) working with each other to reserve and deliver services to the ultimate buyer-the traveler. Considerable progress has been made in developing ever more sophisticated and reliable global distribution systems and hotel central reservation systems. With the speed of the global distribution systems, and the depth and accuracy of hotel data they hold, travel agents now favor the fast search-and-selection process made possible by their GDS computers instead of hotel indexes, toll-free numbers or hotel direct contact. Accordingly, the number of worldwide hotel reservations booked electronically by travel agents shows rapid growth since 1992. As the result, hotels are active in their use of the full range of descriptive and promotional opportunities in these systems to find themselves strongly positioned and to capture high market share in the electronic marketplace. In this study, I touched some commandments of selling a hotel in GDS as a sales and marketing tools in order to provide better understanding on property description and advertising in GDS.