How do you optimize your GDS content and SEO to attract and retain more guests?

If you run a hotel, resort, or any other accommodation business, you know how important it is to reach and impress potential guests through various online channels. One of the most powerful and widely used tools for this purpose is the Global Distribution System (GDS), a network of travel agents, websites, and platforms that connects your inventory and rates to millions of travelers around the world. However, simply listing your property on the GDS is not enough to stand out from the competition and increase your bookings. You also need to optimize your GDS content and SEO to attract and retain more guests. In this article, we will show you how to do that in six easy steps.

Find expert answers in this collaborative article

Selected by the community from 2 contributions. Learn more

1 Choose the right GDS channels

Not all GDS channels are created equal. Some may have a larger reach, a more relevant audience, or a better reputation than others. Depending on your target market, location, and niche, you may want to focus on certain channels over others. For example, if you cater to business travelers, you may want to prioritize Sabre, which is popular among corporate travel agents. If you target leisure travelers, you may want to choose Amadeus, which has a strong presence in Europe and Asia. To find out which GDS channels are best for you, you can research their features, fees, reviews, and performance metrics.

Add your perspective

Adrian Francois

C-Suite Global Enterprise Executive | Hospitality, Travel & Technology
Report contribution
To optimize your GDS SEO, you should follow some best practices, such as using relevant and specific keywords, avoiding keyword stuffing, using descriptive and unique titles and descriptions, updating your content regularly, and ensuring your content is consistent across all GDS channels.

Like

2 Create compelling GDS content

Once you have selected your GDS channels, you need to create content that showcases your property's unique selling points, benefits, and features. Your GDS content should include a clear and catchy title, a concise and informative description, high-quality and relevant photos, and accurate and up-to-date information about your amenities, services, policies, and rates. You should also use keywords and phrases that match the search intent and preferences of your ideal guests. For example, if you offer a spa, a pool, or a fitness center, you should mention them in your title and description to attract guests who are looking for these facilities.

Add your perspective

3 Optimize your GDS SEO

Your GDS content is not only meant to inform and persuade your guests, but also to rank well on the GDS search results and increase your visibility and exposure. To optimize your GDS SEO, you should follow some best practices, such as using relevant and specific keywords, avoiding keyword stuffing, using descriptive and unique titles and descriptions, updating your content regularly, and ensuring your content is consistent across all GDS channels. You should also monitor your GDS performance and analytics, such as impressions, clicks, conversions, and revenue, to identify what works and what needs improvement.

Add your perspective

Adrian Francois

C-Suite Global Enterprise Executive | Hospitality, Travel & Technology
Report contribution
First you have to identify your market to pick a GDS , Sabre, Amadeus or Travelport. After you pick your GDS you have to put your hotel complete information into their system . It’s very important that you list all your hotel amenities to forb optimization. You will also load your rates . If You have a pms system that has an interface with the gds you can do revenue management as well . It’s very important how you describe your hotel and amenities with the right key words , GDS like Google has an advertising program that they can sell to your properly to display on the first page

Like

4 Integrate your GDS with your CRM

Your GDS is not only a distribution channel, but also a source of valuable guest data that you can use to enhance your guest experience and loyalty. By integrating your GDS with your customer relationship management (CRM) system, you can collect and store information about your guests' preferences, behavior, feedback, and history. You can then use this data to segment your guests, personalize your communication, offer tailored recommendations, rewards, and incentives, and create loyalty programs. By doing so, you can increase your guest satisfaction, retention, and advocacy.

Add your perspective

5 Leverage your GDS reviews

One of the most influential factors that affect your guests' booking decisions is your online reputation and reviews. Your GDS channels may have their own review systems or integrate with third-party platforms, such as TripAdvisor or Google. You should leverage your GDS reviews to boost your credibility, trust, and social proof. To do that, you should encourage your guests to leave positive reviews, respond to their feedback promptly and professionally, address their issues and complaints, and highlight your strengths and improvements. You should also display your GDS ratings and testimonials on your website and social media to attract more guests.

Add your perspective

6 Promote your direct bookings

While your GDS channels can help you reach a wider and more diverse audience, they also come with some drawbacks, such as commissions, fees, and limited control over your inventory and rates. Therefore, you should not rely solely on your GDS channels, but also promote your direct bookings through your own website and other channels. To do that, you should offer incentives and benefits for booking directly, such as discounts, free upgrades, or extra services. You should also make your website user-friendly, mobile-responsive, and secure, and use effective marketing strategies, such as email, social media, or paid ads.

Add your perspective

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Add your perspective

How do you optimize your GDS content and SEO to attract and retain more guests?

1

2

3

4

5

6

7

1 Choose the right GDS channels

2 Create compelling GDS content

3 Optimize your GDS SEO

4 Integrate your GDS with your CRM

5 Leverage your GDS reviews

6 Promote your direct bookings

7 Here’s what else to consider

GDS

Rate this article

Thanks for your feedback

More articles on GDS

More relevant reading