The document provides an overview and findings of a 2011 market research study measuring travel agent awareness and usage of promotional messages in global distribution systems (GDS). It describes the objectives, methodology, and key demographics of 495 travel agents surveyed across 25 countries. The study found that 69% of agents were aware of GDS promotional messages, with nearly half reporting bookings influenced by these messages. Agents indicated promotional messages geared towards travelers and offers for agents impacted their likelihood to act on promotions.

1. 2011 Global Travel Agent
GDS Media Research Study
Prepared for
December 14, 2011

2. Agenda
Overview
• Objectives
• Methodology
• Travel Agent and Agency Summary
Detailed Findings
• GDS Channel: Performance and Usage
• Economic Conditions Impacting Agent Behavior
• Influencing Agent and Traveler Behavior
• Pricing and Rate Usage
• GDS Advertising Impact
• Questions and Answers
2011 Global Travel Agent GDS Study
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3. Objectives
The primary purpose of this market research study is to measure
travel agent awareness of specific GDS media… promotional
messages. Secondary objectives focus on…
• Evaluating the frequency with which travel agents use GDS
marketing tools.
• Determining how GDS media is used in conjunction with other
materials and information sources available to travel agents.
• Developing a profile of the travel agents and agencies participating
in the survey.
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4. Algeria
Australia
Methodology Bangladesh
Belarus
• TravelClick provided Phoenix Marketing International Brazil
Canada
(PMI) with a list of global travel agents that subscribe Denmark
to one of the four major GDS systems. France
Germany
• Travel agents from the twenty-five countries listed Hungary
(and the United States) responded to the survey. India
Italy
• An incentive of a $5 Amazon.com gift certificate was Kenya
offered to each respondent participating in the study. Mexico
Portugal
In addition, one respondent was randomly chosen
South Africa
and awarded a $500 Amazon gift certificate. Spain
Sweden
Switzerland
Thailand
Trinidad & Tobago
Tunisia
Ukraine
United Arab Emirates
United Kingdom
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5. Methodology
A total of 495 online surveys representing the four GDS
companies were completed as shown below…
Americas EMEA Asia/Pacific Total Travel Agents
Amadeus 39 38 11 88
Galileo 72 67 70 209
Sabre 96 15 0 111
Worldspan 74 10 3 87
281 130 84 495
Americas EMEA Asia/Pacific Overall
Number Travel
281 130 84 495 Total
Agent Interviews
Statistical Accuracy +4.9 points +7.2 points +9.0 points +3.7 points
Confidence Level 90% 90% 90% 90%
The data in this report has been weighted to reflect the distribution of Amadeus, Galileo, Sabre and Worldspan Global
Distribution Systems. The findings that you will see on the following pages are among Total Travel Agents, Travel Agents
in the Americas, EMEA and Asia/Pacific regions.
2011 Global Travel Agent GDS Study
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6. Travel Agent Summary
The typical travel agency...
Americas EMEA Asia/Pacific
Number Full-time Travel
6.6 8.2 14.5
Agents Employed
Number GDS Terminals 7.5 7.1 9.3
Is most likely to be an
71% 59% 44%
independently owned agency
Average number of years
23 16 13
as a travel agent
Normally work at the
72% 86% 88%
agency site
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7. Travel Agency Summary
The typical travel agency has the following mix of business…
Americas EMEA Asia/Pacific
Percent Business
Business
40%
Business 29%
Business/ Leisure Leisure
54%
46%
60% Leisure
Leisure 71%
Top-three USA 44% Europe 38% A/P/Australia 47%
Destinations 16%
Europe 19% A/P/Australia Europe 19%
by Sales
Volume Canada/Mexico 15% USA 15% USA 13%
Average
Sales $3.2MM $3.1MM $2.2MM
Volume
2011 Global Travel Agent GDS Study
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8. The GDS Channel Performance
and Usage
2011 Global Travel Agent GDS Study
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9. GDS | Historical Performance
Hotel Bookings (in millions)
55
53 53
51 50
49 49 49
47 47 46 46
44
40 41
35
30
26
20
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2011
YTD YE Est
Source: TravelClick eMonitor, Q3 2011.
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10. GDS | Performance by Country
2011 Q3 2010 Q3
$2.5
$2.3
$376
$321
(In Millions)
(In Billions)
$219
$176
$158 $154 $162
$133 $130
$116
$103
$83 $82
$68 $64
$57
$43 $37 $10 $9
US UK Germany Canada France Australia Spain Italy China India Greece
Source: TravelClick eMonitor, Q3 2011.
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11. Reservation Channel Usage in Past Two
Years Among Travel Agents
GDS Platforms
Use More Same Use Less
100%
16% 11% 12%
18%
80%
35%
47%
60% 49%
55%
40%
53%
20% 42%
35%
27%
0%
Total Agencies Americas EMEA Asia/Pacific
Compared to two years ago, 85% of global travel agencies said that they
were using their GDS platform more often or same than in the past.
Q. Compared to two years ago, would you say that you are using the following reservations channels more, about the same, or less?
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12. Reservation Channel Usage in Past Two
Years Among Travel Agents
GDS Shopping Displays
Use More Same Use Less
100%
20%
26%
36% 33%
80%
60%
48% 54%
35%
36%
40%
20%
27% 28% 32%
25%
0%
Total Agencies Americas EMEA Asia/Pacific
85% of global travel agencies stated they were using the GDS Shopping
Displays more often or same than in the past.
Q. Compared to two years ago, would you say that you are using the following reservations channels more, about the same, or less?
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13. Economic Conditions Impacting
Agent Behavior
2011 Global Travel Agent GDS Study
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14. Frequency of Booking Lower Category
Hotels Due to Client Requests
Based on Economic Conditions Around the World
More Often About the Same Less Often
100%
22% 19% 22%
30%
80%
60% 37% 43% 24% 37%
40%
47%
20% 41% 38% 41%
0%
Total Agencies Americas EMEA Asia/Pacific
Q. Would you say you are doing each of the following more often, less often or about the same?
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15. Frequency of Influencing Clients Hotel Selection
In Search of a Deal Regardless of Whether-or-
Not a Negotiated Rate Exists for Client
Based on Economic Conditions Around the World
More Often About the Same Less Often
100%
11% 7%
12%
21%
80%
35%
35%
40%
60% 33%
40%
54% 58%
46% 48%
20%
0%
Total Agencies Americas EMEA Asia/Pacific
Q. Would you say you are doing each of the following more often, less often or about the same?
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16. Frequency of Offering BAR Rates or
Promotional Rates To Customers Who Have
Negotiated Rates at the Time of Booking
Based on Economic Conditions Around the World
More Often About the Same Less Often
100%
24% 21% 25%
80% 40%
60%
53% 41%
49%
40% 40%
20%
34%
28% 26%
21%
0%
Total Agencies Americas EMEA Asia/Pacific
Q. Would you say you are doing each of the following more often, less often or about the same?
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17. Influencing Traveler and
Agent Behavior
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18. Percent of Time Client / Travel Agent Select /
Recommend Hotel
When Booking for 1-3 Nights
The client relies solely on your advice
Specifies a specific rate / price and allows you to help guide them through which of those properties to choose
Specifies a specific hotel regardless of rate
100%
22% 19% 17%
23%
80%
34% 33% 36% 43%
60%
40%
20% 44% 44% 45% 40%
0%
Total Agencies Americas EMEA Asia/Pacific
Overall agents influence the traveler’s selection of a hotel 78% of the time
Q. When booking a hotel for 1 - 3 nights, what percentage of the time would you say the client…?
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19. Percent of Time Client / Travel Agent Select /
Recommend Hotel
When Booking for 4+ Nights
The client relies solely on your advice
Specifies a specific rate / price and allows you to help guide them through which of those properties to choose
Specifies a specific hotel regardless of rate
100%
22% 23% 21% 20%
80%
60% 34% 33% 35% 42%
40%
20% 43% 44% 44% 39%
0%
Total Agencies Americas EMEA Asia/Pacific
Overall agents influence the traveler’s selection of a hotel 77% of the time
Q. When booking a hotel for 4 nights or more, what percentage of the time would you say the client…?
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20. Factors Influencing Decision to
Act on a Promotional Message
Among Those Aware of GDS Promo Messages
Amenities and Offers Gearing Toward the Traveler
68% 73%
59%
48%
Total Agencies Americas EMEA Asia/Pacific
Two-thirds (68%) of global travel agents indicated that amenities and offers geared
toward the traveler influence their decision to act on a promotional message.
Q. What factors influence your decision to act on a promotional message.
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21. Factors Influencing Decision to
Act on a Promotional Message
Among Those Aware of GDS Promo Messages
Offers Gearing Toward the Travel Agent
68%
51% 56%
48%
Total Agencies Americas EMEA Asia/Pacific
Half (51%) of global travel agents stated that offers geared toward travel agents
influenced their decision to act on a promotional message.
Q. What factors influence your decision to act on a promotional message.
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22. Creating Value in the GDS
Top Travel Agent Agent Rewards Points/Agent Loyalty Programs 69%
Incentives Increased Commission (for you personally) 55%
Free Night Stay 52%
Travel Agent Value Free Breakfast/Meals 83%
Recommendations Free Internet 71%
Free Upgrade 68%
Free Night Stay 54%
Star Rating/Consumer Review Rating 46%
Top Hotelier Value Free Internet 66%
Drivers New Televisions 42%
iPod Docking Stations 20%
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23. Pricing and Rate Usage
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24. Importance of GDS Offering Rate Parity
Not at All/Not Very Somewhat Very
100%
80%
60% 81% 85% 81%
95% 96% 96%
40%
20%
14% 15%
11%
5% 4% 4%
0%
2011 Survey 2009 Survey 2007 Survey
Historical survey data shows that travel agents across the globe continue to
be virtually unanimous in their belief that GDS systems should offer rate parity.
Q. How important is it to you to know that the GDS can offer rate parity (Very important, somewhat important, not very important, not at all important)?
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25. Percent of Time Offer Clients a Lower Priced
Room When Looking to Book a Corporate
Negotiated Rate
60%
56% 53%
2011 Survey 2009 Survey 2007 Survey
On average, over 56% of the time, travel agents will offer their clients a lower
priced room even when booking a corporate negotiated rate.
Q. When looking to book a corporate negotiated rate hotel, what % of times do you offer clients a lower priced room when you find an alternative hotel
priced lower than a negotiated corporate rate hotel?
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26. GDS Advertising:
Awareness & Impact
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27. Awareness of GDS Promotional Messages
75%
69%
57% 60%
Total Agencies Americas EMEA Asia/Pacific
Seven-out-of-ten global travel agents (69%) are aware of the GDS promotional
messages.
Q. When researching air, hotel or car availability for your clients, do you recall seeing a promotional message at the top of the screen known as
Text Banners, Headlines, Value Alerts?
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28. Among Those Aware of
GDS Promo Messages
47% (nearly half) made a North American booking in the past three
months as a result of a promotional message.
44% made a Non-North American booking in the past three months
as a result of a promotional message.
69% of global travel agencies are likely to book a hotel that is shown
in a promotional message during a query of air travel research.
66% request additional information about a specific promotion by
looking at the screen referenced in the promotion.
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29. Promotional Messages Steer Travel Agents to
Book Negotiated Rate of Hotel in Promo Message
when Searching for Hotel Negotiated Rates
Among Those Aware of GDS Promo Messages
71% 67%
57%
52%
Total Agencies Americas EMEA Asia/Pacific
57% of global agencies said YES promotional messages steer them to book that
hotel’s negotiated rate.
Q. When searching for negotiated rates in a hotel availability list and you see a promotional message for a hotel, does that promotional message
steer you to book the negotiated rate of the hotel in the promo message?
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30. Option that Best Prompts Booking of Hotel
When Researching Hotel for Negotiated Rates
Among Those Aware of GDS Promo Messages
Promotional Message Shown at the Bottom or Top of the Screen
Best Available Rate Offered by the Hotel Even if its Not a Negotiated Rate
Only Book a Hotel that has the Negotiated Rate
100% 5%
8% 11% 17%
80%
60%
83% 88% 71%
77%
40%
20%
17%
9% 7% 5%
0%
Total Agencies Americas EMEA Asia/Pacific
83% of global travel agencies feel that showing the best available rate offered by the
hotel even is it not a negotiated rate is the best way to get them to book a hotel while
they are researching a hotel.
Q. When researching hotel for negotiated rates, which of the following best prompts you to book a hotel?
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31. Details in Display Messages that Lead
to Making a Hotel Booking
Percent Saying “Most Important”
Among Those Aware of GDS Promo Messages
Total Agencies
45% Ensure Promotion Shows a Rate that I Can
Actually Book for the Dates Searching for
17% Ensure Promotion Only Shows the Destination
Searching For
11% Ensure Promotion Shows the Hotel’s GDS
Property ID
13% Ensure Promotion Includes Information on
Amenities, Travel Agent Incentives and Other
Add-ons in Addition to Price
13% Ensure Promotion Offers a Value Greater
the Hotels Standard Available Rates –
Be Competitive
Q. What details in a GDS promotional message help lead you to making a hotel booking when you first see the ad?
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32. Questions and Answers
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33. Thank You.
If you are interested in learning more about purchasing
GDS Media Advertising for your property, please contact
your local Director of Sales.
If you do not have a Director of Sales, please contact a
TravelClick representative at GDSMedia@travelclick.com.
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