Skip to main content
Begin main content

Unlocking the potential of your GDS

A guide to increase your revenue from your GDS


Global Distribution Systems (GDS) power the global travel industry, enabling travel agents to access a rich source of content and optimize revenue by delivering a personalized service to the customer.

Yet despite the innovative new and emerging capabilities that many modern GDS platforms offer, some organizations continue to use legacy systems like cryptic, or old GDS versions with limited functionality.

In using outdated technology, these travel agents are missing out on the potential revenue opportunities associated with managing bookings in a streamlined way on a single platform.

This eBook will explore why, in a competitive market, it is so important for travel agents to demonstrate value by making the most out of their GDS when booking air, hotel and car.

It will also provide some insight into what the future of GDS will look like in light of the industry’s New Distribution Capability (NDC).

Call out stats

“Travel agencies are still booking 26% of their air reservations outside the GDS and 76% book ancillaries through their websites or phone.”

1. The benefits of GDS

Access rich content, anywhere

A GDS enables travel agents to maximize the return on every trip by adding value to each step of the customer journey.

Unlike cryptic, GDS technology provides the user with access to a wide breadth of content (including ancillary products like seat reservations), enabling them to deliver a bespoke service to every customer.

Using a single platform to book a trip is important for small to medium travel agents who cannot afford to spend time on third-party sites to check for things like air ancillaries and hotel availability.

A GDS provides a single web-based point of sale platform for travel agents who want to access travel content with interactive and graphical capabilities, while having the option to switch back to native programs like cryptic when required.

Many modern GDS solutions are available from any browser and do not require installed software, including SSL. They are also compatible with mobile, making them easy to access from any platform in any location.

Ultimately, an up-to-date GDS enables travel agents to capture every sales opportunity, upsell hotel and car rental and increase brand loyalty at the same time.

Over half of agents (54%) spend more than 30 minutes of their day on airline websites and 26% spend over an hour.

Call out stats

2. The future of GDS

Appeal to today’s travelers

As Millennials make up the majority of the workforce, consumer trends are changing. Global economic uncertainty and rising property prices are just two of the factors driving this group, alongside Generation Z-ers, to invest in ‘experiences’ over commodities.

These groups are spending more time on holiday research than ever before to ensure that their trip exceeds their expectations. Online research typically starts 45 days before booking, with most individuals devoting two to three hours of research per trip.

Young traveller

This is where ‘traditional’ travel agents can really add value to the customer experience. By using their GDS and industry expertise to access the most relevant travel options on the customer’s behalf, they can save them a lot of time that would otherwise be spend browsing the internet.

Call out stats

Although the average number of trips this group takes is higher than others, only 25% of Generation Z’s travel budget is allocated to flights. This reinforces just how important it is for agents to be able to search and book everything quickly through one platform: their GDS.


3. GDS for air booking

Without the use of a modern GDS, booking air travel can be more complicated and time-consuming than it should be.

Simply put, a modern GDS can encourage higher margins and the opportunity to upsell by providing the agent with instant access to branded fares that include ancillaries like:

  • Extra baggage allowance
  • Assigned seats
  • Meal preferences
  • Priority boarding

Streamlining the air selling process in this way makes it more convenient and transparent for the customer, resulting in increased revenue per sale and better overall customer satisfaction.


The amount of time spent chasing additional information has an undesirable knock-on effect for the customer, who is expecting a streamlined serviced. This inevitably makes customers less inclined to book ancillaries or use the agent's services for future trips.

Let’s take a look at some of the challenges agents face:


  • 26% of air reservations occur outside the agent's GDS
  • 71% of agents feel they cannot compete with airlines' fares
  • 75% of agents book ancillaries directly with airlines
  • 72% of agents leave their GDS workflow to check rates
Call out stats


An all-in-one GDS solution puts travel agents on a level playing field with airlines by providing access to 400+ airline networks – including traditional and low-cost carriers – plus an extensive offer of airlines’ branded fares.

A contemporary, user-friendly GDS also enables agents to view and book content in one place and workflow, without having to spend time on third party websites.

This transparency and efficiency streamlines the customer journey, increasing the likelihood they opt for ancillaries and the agent is able to retain them as repeat customers.

Woman travelling looking out of plane window


Let’s take a closer look at some of the features that travel agents can use to optimize revenue per trip when booking air


Instant access to branded fares and ancillaries on one platform, including fare rules, fare quote details and more.

PNR visibility

PNR visibility

Allows agents to quickly access recent Passenger Name Record (PNR) history which integrates with their hotel history.



Ability to filter search results according to the customer’s requirements and retrieve dataspecific information.

Passenger type code

Passenger type code

As well as the default ‘adult’ code, additional passenger types can be entered, including; age, companion status, organizational affiliation and assistance requirements.

Seat maps

Seat maps

Seat Maps can be used to assign paid seats as an ancillary and to request airline-assigned seats for the passenger.

New Distribution Capability (NDC)

The airline industry is in the process of adopting IATA’s New Distribution Capability (NDC) paradigm. NDC simplifies transactions between different members of the ecosystem, including travel agents, by using XML coding and enabling agents to sell ancillary products (like seat upgrades) more easily.

When NDC is fully implemented, travel agents using an up-to-date GDS will have access to an even richer source of content that will allow them to provide a differentiated service and competitive offers to customers.

Modern GDS platforms are evolving into the preferred technology partner for NDC content. All airlines currently using NDC are represented in modern GDSs, enabling agents to get to grips with how NDC works before it is fully implemented so that they don’t miss out on any relevant air content to offer their customers.

While the technological advancements made by GDS providers are helping travel agents access NDC content through a single platform, many are aware that some airlines are selling parts of their inventory exclusively through NDC-enabled connections.

As the industry moves forward, GDS providers will work to engage with more airlines to ensure content is easily accessible and stays in their channel.

Learn more about NDC

quote mark

Travelport made history again in October 2018 by becoming the first GDS operator to manage the live booking of flights using the International Air Transport Association ’ s (IATA) New Distribution Capability (NDC) technical standard.

quote mark
Ian Heywood
Global Head of New Distribution at Travelport

4. GDS for hotel and car booking