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Travelport has started selling its GDS
advertising exclusively through internal advertising consultants.
GDS advertising allows travel suppliers to reach travel agents
with relevant promotional and product information at the critical
point of sale, as they search for air, hotel and car products
information by destination market.
"Travelport is developing sales and marketing
capabilities which will result in bringing the relevance and
clarity of Google-like search advertising to the travel agent’s
desktop,” said Paul Hesser, Travelport GDS Vice President,
Advertising and Merchandising Solutions. “With plans to roll-out
the Travelport Universal Desktop later this year, we will
accelerate the move from primarily a distribution vehicle to a
strategic sales and marketing platform for airlines, hotels, car
rental companies and other travel providers, offering more
integrated and targeted messaging opportunities, as well as the
ability to deliver robust graphical ads. To do this effectively
requires close coordination of several key functions -
consultative advertising account managers, travel expertise, and
leading edge technology. We evaluated third-party providers, but
determined we could best meet the needs of our customers through a
direct relationship.”
As part of this transition,
Travelport has established an advertising operations and support
team that will utilize a leading edge ad serving platform to
deliver campaigns across Travelport’s product portfolio to ensure
that advertisers get the highest return on their advertising
programs. The platform will be positioned to support merchandising
when used with the Travelport Universal Desktop, which will unify selling and merchandising programs, automate
processes for travel agencies and allow diverse content to be
accessed easily. These merchandising capabilities will help
travel suppliers to better target travel agents with the right
products, services and offers at the right time; expanding their
revenue opportunities through the distribution of optional
services, such as the up-sell of seats and baggage as part of the
sales process.
“Really what this is
about is the need to offer a complete marketing package to travel
suppliers to effectively reach travel agencies and their
travelers. By expanding our capabilities, we’ll be prepared to
better merchandise our customers’ products,” added Hesser.
See other recent news regarding:
Airlines,
Airports,
Flights,
Codeshare,
Lounges,
First Class,
Business Class,
MICE,
GDS,
Rewards,
Miles,
Hotels,
Apartments,
Promotions,
Spas,
New Hotels,
Traffic,
Visitor Arrivals,
Cruises,
Free Deals,
Videos,
Travelport,
Campaign,
Advertising
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