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Hospitality Research Group (HRG), headquartered in Atlanta, is the research
affiliate of PKF Consulting, the international consulting and real estate
firm specializing in the hospitality industry. PKF Consulting has
offices in New York, Boston, Philadelphia, Washington DC, Atlanta, Houston,
Dallas, Los Angeles, San Francisco, and Singapore. Global
Distribution Systems in Present Times This article is the first of several that will be
published on the topic of online marketing Written By:
Samipatra
Das HVS
International The travel
marketplace is a global arena where millions of buyers (travel agents and
the public) and sellers (hotels, airlines, car rental companies, etc.) work
together to exchange travel services. Among the “shelves” on which
buyers search for travel services are world’s global distribution systems
and the Internet distribution systems. These systems have become electronic
supermarkets linking buyers to sellers and allowing reservations to be made
quickly and easily. Nowadays, more travel is sold over the Internet than any
other consumer product. The Internet is a perfect medium for selling travel
as it brings a vast network of suppliers and a widely dispersed customer
pool together into a centralized market place. Nearly 37 million of
America’s more than 162-million active Internet users have already
purchased travel online. Online travel bookings exceeded $23 billion in
2001, and are expected to reach $63 billion by 2005. However, any discussion of the Internet as a distribution channel for travel needs to start with an understanding of the existing electronic distribution infrastructure, the Global Distribution System (GDS). The airline industry created the first GDS in the 1960s as a way to keep track of flight schedules, availability, and prices. Although accused of being “dinosaurs” due to their use of legacy system technology, the GDSs were actually among the first e-commerce companies in the world facilitating B-2-B electronic commerce as early as the mid 1970s, when SABRE (owned by American Airline) and Apollo (United) began installing their propriety internal reservations systems in travel agencies. Prior to this,
travel agents spent an inordinate amount of time manually entering
reservations. The airlines realized that by automating the reservation
process for travel agents, they could make the travel agents more productive
and essentially turn into an extension of the airline’s sales force. It is
these original, legacy GDSs that today provide the backbone to the Internet
travel distribution system. There are
currently four major GDS systems: 1.
Amadeus 2.
Galileo 3.
Sabre 4.
Worldspan In addition, there are several smaller or regional GDSs, including SITA’s Sahara, Infini (Japan), Axess (Japan), Tapas (Korea), Fantasia (South Pacific), and Abacus (Asia/Pacific) that serve interests or specific regions or countries. In this article, we will provide a closer look at the four major GDSs. Amadeus Founded in 1987 by Air France, Iberia, Lufthansa, and SAS, Amadeus is the youngest of the four GDS companies. Amadeus is a leading global distribution system and technology provider serving the marketing, sales, and distribution needs of the world’s travel and tourism industries. Its comprehensive data network and database, among the largest of their kind in Europe, serve more than 57,000 travel agency locations and more than 10,500 airline sales offices in some 200 markets worldwide. The system can also provide access to approximately 58,000 hotels and 50 car rental companies serving some 24,000 locations, as well as other provider groups, including ferry, rail, cruise, insurance, and tour operators. Upon its inception, Air France, Iberia, Lufthansa and SAS held equal shares of Amadeus Global Travel Distribution S.A. Shortly after the formation of the company, however, SAS sold its shares to Amadeus Data Processing. The three founder airline shareholders currently hold 59.92% of the company: Air France (23.36%), Iberia (18.28%), and Lufthansa (18.28%). Remaining shares are held publicly. As the youngest of the four GDS companies, Amadeus has done remarkably well during its short tenure. Yet, in many ways, the company remains an anomaly. Amadeus has the greatest number of travel agency locations with the highest productivity per terminal in the world, yet its booking share is Number 3, and its revenues are dwarfed by Sabre and, to a lesser degree, by Galileo.
While the company is Number 1 in locations worldwide, serving the greatest number of countries, it provides the fewest U.S. destinations of the top four GDSs. As with its competitors, the future for Amadeus will continue to be linked to the technological and structural changes that are revolutionizing the travel industry. Amadeus appears to be adapting well (albeit cautiously) to the shift of business to the Internet. Having acquired e-Travel, Inc. from Oracle Corporation in July of 2001, Amadeus now has a new business unit dedicated to delivering solutions to e-commerce players worldwide.
The e-Travel solutions integrate all components of a managed travel program into a single Internet-based service that enables travelers to book air, car, hotel, and rail services, all within corporate guidelines. With its strong company infrastructure worldwide, impressive product set, and growing customer base, Amadeus is one of the most significant players in shaping the future of the GDS. Galileo International Galileo International was founded in 1993 by 11 major North American and European airlines: Aer Lingus, Air Canada, Alitalia, Austrian Airlines, British Airways, KLM Royal Dutch Airlines, Olympic Airlines, Swissair, TAP Air Portugal, United Airlines, and US Airways. It is a major player in the GDS business throughout the world: North America, Europe, the Middle East, Africa, and the Asia/Pacific region. Galileo International is a diversified, global technology leader. Its core business is providing electronic global distribution services for the travel industry through its computerized reservation systems, leading-edge products and innovative Internet-based solutions. Galileo is a value-added distributor of travel inventory dedicated to supporting its travel agency and corporate customers and, through them, expanding traveler choice. In
1997, Galileo International became a publicly traded company, listed on the
New York and Chicago Stock Exchanges. In October of 2001, Cendant
Corporation acquired Galileo International for approximately $1.8 billion in
common stock and cash. Currently, the company is represented in 116
countries, and serves travel agencies at approximately 45,000 locations.
Other travel suppliers include 500 airlines, 227 hotel companies, 33 car
rental companies, and 368 tour operators. Galileo’s competitive strengths include market share, well-balanced and global presence, relationships with diverse groups of travel vendors, technologically advanced information systems, highly skilled personnel, and a stable product line. Compared to other GDS companies, Galileo is a cautious follower when it comes to technology.
However, in response to the growing demand of web-based travel, the company has established successful relationships with entities such as Go, UK’s best low-cost airline; subsidiaries such as Highwire, Inc., providing Internet-based tools and services to the corporate travel market; and Sheperd Systems, an industry leader in the provision of sales and marketing intelligence systems and services within the travel industry. Additionally, Galileo has sponsored membership to the THOR Worldwide Negotiated Hotel Rates Program, and has a state-of-the-art development center supplying information and systems support to travel agencies operating more than 178,000 computer terminals, all of which are linked to the Galileo’s Data Center.
Galileo’s primary weakness, its singular focus on the distribution side of the business, is also its perceived strength. Based on its competitive strengths, Galileo is pursuing a strategy that includes expanding its global distribution, strengthening customer loyalty, leveraging technology, and capitalizing on opportunities created by increasing Internet use. Galileo sees the GDS industry as having the ability and potential to provide electronic distribution and many components of e-commerce to other industries, and is utilizing its strengths to provide expanding services to its growing customer base. Sabre For more than 40 years, Sabre has been developing innovations and transforming the business of travel. From the original Sabre computer reservations system in the 1960s, to advanced airline yield management systems in the 1980s, to leading travel web sites today, Sabre technology has traveled through time, around the world, and has touched all points of the travel industry. In July of 1996, Sabre became a separate legal entity of AMR (parent company of American Airlines), followed by a successful initial public offering in October in which AMR released approximately 18% of its shares to be publicly traded. Sabre, represented in 45 countries, is a leading provider of technology for the travel industry and provides innovative products that enable travel commerce and services, and enhance airline/supplier operations. Headquartered in Southlake, Texas, Sabre connects more than 60,000 travel agency locations around the world, providing content from approximately 400 airlines, 55,000 hotel properties, 52 car rental companies, 9 cruise lines, 33 railroads, and 229 tour operators. In addition to being one of the leading GDS companies, Sabre also provides a broad range of products and services that enhance travel agency operations and their ability to serve the traveler. Sabre-connected travel agencies use Sabre web- based technologies and low-fare finding solutions to create new sales opportunities, drive operational efficiencies, and improve customer service. Among the company’s recent innovations is Sabre Virtually There, a personalized web site service that automatically gives travelers up-to-the-minute details about itineraries, while also providing a wealth of information about their destinations.
Sabre owns Travelocity.com, the industry’s leading online consumer travel web site. In 2001, Travelocity.com’s 32 million members used the site, generating more than $300 million in revenues. Travelocity.com offers innovative technologies that help consumers find the best air, car, hotel, and vacation reservations. Sabre also owns Get There, a provider of web-based corporate travel procurement, including the purchase of air, hotel, car, and meeting planning services. Customers include more than 800 leading corporations. Sabre’s
competitive strengths include market position, global reach, stable product
line, diversification of revenue streams, and intellectual capital. The
Sabre business model is a strong one, and continues to make significant
progress in advancing both its electronic travel distribution and its
information technology solutions businesses. Revenues have been growing
steadily, and the company has embarked on a strategy that fully embraces
diversification of its customer base and revenue streams. Sabre is
considered to be one of the most significant and competitive GDSs due to the
fact that it anticipates and takes advantage of the changes in the
information economy and develops innovative practices, leveraging both human
resources and technology systems. Worldspan Founded
February 7, 1990, Worldspan was originally owned by affiliates of Delta Air
Lines, Inc., Northwest Airlines, and Trans World Airlines, Inc. It is
currently owned by affiliates of Delta Air Lines, Inc. (40%), Northwest
Airlines (34%), and American Airlines, Inc. (26%). Since its 1995 advance
into the world of Internet technology for the travel industry, Worldspan has
successfully developed the strategies, solutions, and services to ensure the
company’s long-term success in the new web-based world of travel
distribution. Worldspan provides worldwide electronic distribution of travel
information, Internet products and connectivity, and e-commerce capabilities
for travel agencies, travel service providers, and corporations. Worldspan
currently serves 20,021 travel agencies in nearly 90 countries and
territories. Headquartered in Atlanta, Georgia, Worldspan connects
approximately 421 airlines, 210 hotel companies, 40 car rental companies, 39
tour and vacation operators, and 44 special travel service suppliers. To escalate the delivery of web-based technologies and services to its customers; Worldspan has forged a number of new partnerships and equity agreements with leading travel technology companies. Resulting technologies, joint developments, and an expanded realm of solutions and Internet travel products are enabling the company and its customers to participate in a spectrum of e-business opportunities. Some of the successful partnerships have been with companies such as Datalex, a leading provider of e-business infrastructure and solutions for the global travel industry; Digital Travel, a global online tour provider; Kinetics, Inc., developer of technology and solutions for the airline industry; OpenTable.com, an Internet-enabled restaurant management tools system; and Viator, a major provider of Internet-based content, technology, and distribution services, including data management, hosting, and e-commerce.
Additionally, in 2001, Orbitz LLC was launched on the Internet, using Worldspan as its Internet Booking Engine, and in 2002, the launch of Worldspan ePricingSM made Worldspan the first GDS to introduce a revolutionary new multi-server-based technology, offering an unprecedented selection of pricing options to all of Worldspan’s customers. Worldspan has a legacy of industry firsts that are not well known. The company therefore has an opportunity to raise the industry’s awareness of its accomplishments and more importantly, its future strategy. Worldspan continues to look at benefits of creating its own consumer brand and has been partnering with different companies to expand the services that it can provide to its customer base. Worldspan believes in focusing on its core competencies, and is determined to be perceived as a distribution facilitator across all channels. It is increasingly getting a clearer sense of its capabilities and building its appetite for technical and commercial challenges.
Through the company’s revolutionary e-world ideas, offerings, and services, along with its agility and eagerness in meeting the needs of the travel distribution market on a global scale, Worldspan and its customers are transforming the way travel is distributed, bought, and sold. Samipatra
Das Outbound
restrictions for China may lift Outbound
restrictions on outbound travel for the Chinese may be lifted by 2005, said
John Koldowski, PATA's managing director of the Strategic Information
Centre. Speaking
to a packed workshop at the Abacus International Subscriber Conference in
Bangkok, Koldowski presented the facts and figures on the exploding China
travel market that is said to be worth some US$20 billion. Koldowski
said there is suggestion that with WTO entry pending, travel restrictions
may be lifted by 2005, and the impact of that remains untold. However, even
with existing restrictions, the numbers coming out of China are massive –
in 2001, 12 million outbound trips were registered from China. Currently,
the Chinese travellers are still keeping within the region, going into
countries like Malaysia, Philippines, New Zealand, Singapore, Hong Kong and
Macau. Koldowski
cautioned that although big, China cannot be treated as one market and the
demographics and travellers' profiles differed vastly among regions. The
middle class is expanding the discretionary market and they are earning and
spending more on such items as recreation. He
urged travel providers who are interested in tapping the China market to
focus on specific regions that generate the most travellers before moving on
to the rest. He
also gave a list of hints on how to deal with Chinese travel habits such as
accepting local Chinese currency for payments since the Chinese can only get
up to US$2,000 in China and few have credit cards. Koldowski's full workshop presentation will soon be available at www.abacus.com.sg/aic website. According to the
British Incoming Tour Operators’ Association (BITOA)’s ‘Business
Barometer’ for August 2002, visitors to the UK were just 1.45% below the
same month of last year. Announcing
First Asia-Pacific Chrie Conference And Call For Papers Newly created
Asia-Pacific CHRIE (APacCHRIE) will hold its “first” annual conference
and meeting in Seoul, Korea, on 21-23 May 2003. Seoul is a city known for
its rich history and culture coupled with modern landscapes and reputation
for its vibrant economic development and cutting-edge technologies. The
conference theme is “Hospitality & Tourism Research and Education: The
Asian Waves”, a theme that reflects the dynamic and rapid development in
Asia’s hospitality and tourism industry and education. The first
APac-CHRIE Conference is hosted and organized by the APac-CHRIE’s founding
institution The Hong Kong Polytechnic University’s School of Hotel and
Tourism Management in collaboration with Yonsei University in Seoul. Rica
Hotels ASA and HKC Hotels sign partnership agreement
M2
Comm -
The Norwegian hotel chain operator Rica Hotels ASA said today (26
September) that it had entered into a long-term partnership agreement with
the privately-owned Swedish hotel chain HKC Hotels. The partnership
agreement covered purchasing, sales and marketing and meant that HKC Hotels'
five hotels in Sweden would join the Rica Partner Hotel organisation, Rica
Hotels said. Americans
Are Still Traveling, But Their Reasons Are Personal "The economy
may be negatively affecting business travel, but a vast majority of
Americans have stayed in a hotel in the past year, largely for personal
reasons," said Tim Herbert, Director of Research for eBrain. "And
people are definitely multitasking when it comes to travel, 26% of our
respondents said they combined work and leisure during hotel stays in the
past year." Men were more likely than women to combine the two and as
the respondents' annual income rises, so does the likelihood of mixing
business with pleasure. Only 8% of respondents said business or work was the
primary reason for a hotel stay in the last 12 months. People are also
more likely than not to share a hotel room as only 20% said they stayed solo
on their last trip. Americans with an annual income of $ 75,000 or higher
take more business trips, are more likely to pair personal and business
stays and are most likely to stay in a large hotel chain. Marriott enjoys
the highest degree of loyalty among hotel chains from this demographic with
15% saying they stayed at a Marriott hotel the last time they traveled.
Holiday Inn was the overall favorite, with 10% of all respondents claiming
to have stayed there on their most recent trip. The eBrain Online
Poll was fielded via a web-based survey to a national sample of 1,000 U.S.
households during the week of August 26, 2002. The results are
representative of the online population. The eBrain Online Poll is a
multi-client survey that provides an inexpensive, quick means to gauge
consumers' opinions. Contact eBrain for more information about fielding
questions in future polls. eBrain is a full service market research firm providing comprehensive, cost-efficient data solutions. eBrain strives to provide quality research at affordable prices by leveraging technology. For more information contact Amber LaCroix, 703-907-7451, AmberL@eBrain.com or visit http://www.eBrain.com. More records set as August 2002 Hong Kong visitor arrival figures pass 1.5 million AsiaTravelTips.com
- Hong Kong's tourism
industry is maintaining this year's record-breaking trend, with arrivals in
a single month passing 1.5 million for the first time in August 2002, the
Hong Kong Tourism Board (HKTB) announced today (26 September).
Arrivals
from all markets totalled 1,501,078, a 20.5% increase on the figure for
August 2001. Meanwhile, arrivals from Mainland China, which reached a new
peak of 565,322 only the previous month, eclipsed this record by soaring to
659,726 in August, a 55.6% year-on-year increase. All other markets except
The Americas also recorded healthy growth.
A
surge in Mainland and South & Southeast Asian visitors in the last week
of August took final arrivals for the 11-week HSBC Mega Hong Kong Sale
promotion to 3.52 million, a growth of 16.6% compared with the same period
in 2001. This comfortably exceeds the original forecast of 3.25 million
visitors for the sale period.
For
the first eight months of 2002 to date, total arrivals have now increased by
14.4% to 10,372,874, leading the HKTB to upgrade its full-year forecast to
15.35 million arrivals, representing 11.8% growth on the 2001 result.
HKTB
Executive Director Clara Chong explained that the Board had taken a
conservative view in drawing up its original 2002 forecast of 14.8 million
visitors (+7.9%) at the beginning of this year. "A number of our
markets were going through economic uncertainties at that time, while the
global tourism market was still suffering the effects of the September 2001
terrorist attacks," she noted.
"Indeed,
the market remains quite fragile, as these issues still exist, while there
are added concerns such as turbulence in the airline industry and the
possibility of conflict in the Middle East. We therefore continue to take a
cautious outlook. Nevertheless, we are now confident that a final arrivals
figure well in excess of 15 million is achievable."
The
powerful driving force behind Hong Kong's success this year, Ms Chong
observed, was clearly the Mainland China market. "At this time last
year, the highest number of Mainland visitors we had ever welcomed in a
single month was 423,000. We reached the half-million mark for the first
time in April this year, and now we are seeing numbers in excess of 650,000.
With the number of authorised Mainland travel agencies being further
increased from 67 to 528 at the beginning of October, we can expect to see
this trend continuing."
Analysis
by Markets In
addition to Mainland China, where August is the peak month for student and
family travel, most other source markets showed encouraging growth in
August. Arrivals from South & Southeast Asia grew 7.4% compared with the
same month last year, led by Thailand (+19.7%) and the Philippines (+18.2%).
As well as increased leisure travel attracted by special HSBC Mega Hong Kong
Sale packages, business traffic from this region was boosted by a number of
major trade fairs held in Hong Kong during the month. Arrivals from Taiwan
recorded their first increase since February, with the recent increase in
air capacity helping contribute to 2.2% visitor growth. North Asian arrivals
increased by 1.0%. In
the long-haul markets, arrivals from Australia, New Zealand & South
Pacific continued their upward trend, growing 3.1%, while those from Europe,
Africa & the Middle East rose by 1.6%. Only The Americas (-1.3%)
recorded negative growth, with stock market concerns and fear of more
terrorist attacks continuing to have an effect on long-haul travel from the
United States. Nevertheless, arrivals from Canada increased by 1.8%.
Cumulative
figures for the first eight months of 2002 show Mainland China leading the
way with a 44.8% increase to 4,110,047 arrivals, almost as many as for the
whole of 2001. Arrivals from South & Southeast Asia are showing a 4.5%
increase, followed by Europe, Africa & the Middle East (+3.0%) and
Australia, New Zealand & South Pacific (+1.5%). On the other hand, The
Americas (-0.1%), North Asia (-1.1%) and Taiwan (-2.5%) currently remain in
negative overall growth, although the latter two markets are now showing an
encouraging upward trend. Same-Day
Visitors During
August there was a small increase in the percentage of visitors staying for
one night or longer, which rose to 67.1% from 65.9% in the same month last
year. The remaining 32.9% continued to other destinations on the same day.
There was an increase of two percentage points, to 74.9%, in overnight
stayers from Mainland China, while more visitors from Taiwan also stopped
overnight, although this remains the principal "short stay" market
with only 26.6% staying for one night or more. At the other end of the
scale, 81.9% of all visitors from The Americas did so.
For
the first eight months of the year to date, 64.6% of all visitors have
stayed for one night or longer, an almost identical figure to the 64.7%
recorded in the same period in 2001.
Hotel
Occupancy Average
hotel room occupancy across all categories was 86% in August, a significant
increase on the 81% achieved in the same month in 2001. The improvement was
reflected across all different categories of hotels and tourist guest
houses, with top tariff (High Tariff A) hotels achieving 78% occupancy
(2001: 72%) and medium tariff hotels 89% (2001: 86%).
Hotels
in Yau Ma Tei and Mong Kok averaged 93% occupancy, while those on Hong Kong
Island outside the main Central to Causeway Bay corridor achieved 91%.
For the first eight months of the year to date, average occupancy stands at 82%, compared with 79% in the same period of 2001. Nevertheless, there is still downward pressure on hotel room rates, with average achieved rates showing a 10.8% fall to HK$677 compared with the first eight months of last year. Traditional
Versus Cyber Trade Fairs The threat to travel exhibition organizers from 'Virtual
Trade Fairs' is nonexistent, claims a report. Vanessa Baubock, commissioned
by the European Tourism Trade Fairs Association (ETTFA), conducted a one-
year study of both physical and virtual exhibitions. Her findings show that
Internet expos are claiming to be up to seven times more cost effective,
easy to access and free from the logistical headaches that face any
traditional fair. But, while market share for online fairs is increasing,
the Baubock report says their physical counterparts still outstrip them at
the most fundamental level. While maintaining the confident image, many exhibition
organisers nevertheless have detailed knowledge of their high-tech
competitors. Meanwhile, among show- goers, the aftershock of Sept 11th gave
rise to uncertainty: might virtual fairs, cheaper and more time- efficient
to run and attend than real ones, soon become the better option? Certainly
the spectre of virtual shows has caused sleepless nights in the travel expo
industry. But is there anything to worry about? According to the Baubock report, virtual fairs offer some tremendous advantages to visitors and exhibitors alike - attractions with which physical fairs cannot compete. Besides obvious savings in time and travel xpenditure, the absence of materials means that exhibiting online costs a fraction of the 'real world' price. The scope for each exhibitor is seemingly limitless (and not measured in square meters); a single stand can hold seminars, competitions, product demos and onversations simultaneously. And the 24/7 nature of the Internet means that visitors who would be unable to attend a physical fair can visit online. The biggest advantage, however, is that a decentralised
trade fair held in cyberspace is far more likely to ride out waves of
economic uncertainty. Despite all of this, physical exhibition organizers
remain confident that they will retain a comfortable lead - and their
clients appear to agree. With physical fairs enjoying steady growth and
their virtual counterparts yet to mount a coherent offensive, it seems
unlikely that any collision will take place in the foreseeable future. But
the Baubock report, which assimilated data from a large number of fairs and
consultations with members of the ETTFA, recommends that a 'third way' be
taken. The most surprising revelation of the report, however, is
that to date, no-one has thought of this yet. "In a year of research, I
could not find one exhibition that had been approached by a virtual fair
with a view to collaboration," Ms Baubock says. Marriott
anticipates higher profits for third quarter (Dow Jones/AP)
-- Shares of hotel giant Marriott International Inc. rose Thursday after it
said profits for the third quarter may be higher than analysts'
expectations, thanks in part to its synthetic fuel production business. When it updated
its forecast Wednesday, the world's No. 1 lodging company also confirmed its
previous third-quarter forecast for lodging operating profits and earnings,
before charges for exiting the distribution services business. Wall Street
analysts were looking for Marriott to earn 42 cents a share for the third
quarter, according to First Call. New York Stock
Exchange listed Marriott International shares traded Thursday morning at
$29.81, up $1.61, or 6 percent. On July 11,
Marriott reaffirmed its estimate for third-quarter earnings of 41 cents to
43 cents a share. The Bethesda, Md.-based company confirmed its quarterly
earnings expectation of $160 million to $165 million for its core lodging
business. In the quarter
ended Sept. 7, 2001, the company earned $101 million, or 39 cents a share,
which met First Call estimates. Marriott plans
to report third-quarter earnings on Oct. 3. The company has more than 2,000 units worldwide, including hotels, vacation ownership resorts and senior living communities. Its brand-name hotels include Marriott, Courtyard, Residence Inn and Ritz-Carlton.
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