For hoteliers and destination marketers, travel sellers have always been a captive audience with high booking potential. They are largely commission-based, responsible for their customer's travel experiences, and essentially only book through one channel, a
global distribution system (GDS).
However, the pandemic has heightened the need for travel seller services, as consumers are faced with fluctuating requirements for vaccination, testing, quarantines, and other risk factors. This has pushed the need for expert guidance to an all-time high. Travel sellers agree, with 76% of respondents in a recent poll by the American Society of Travel Advisors confirming they have more customers now than before COVID-19.
So how can your property take advantage of this increased demand? Maximizing your presence on the GDS and updating your Hotel Description (HOD) is a great place to start.
What is a HOD?
The HOD acts as your hotel's electronic brochure or "landing page" on the GDS and should tell travel sellers everything they need to know about your property. 89% of travel sellers worldwide say they rely on HOD details for the latest information, protocols, services, and amenities during their research.
Ensure your HOD is up to date in order to inspire fast, easy bookings from travel sellers that blossom into long-term relationships. We list several important considerations in our checklist, Your Guide to Optimizing GDS Visibility.
To discover more insights around the return of travel, visit our Rebuild Travel page. You'll find a selection of complimentary resources to help drive more profitable demand, generate loyalty & guest engagement, and increase operational efficiency.
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