GDSs: Dinosaurs or Keys to the Future? Part 1 and 2

Summary

Global distribution systems (GDSs) have been the backbone of travel distribution for over three decades. But rumors of their demise have been circulating for the past 14 or so years as new, cheaper technology has entered the marketplace. In every case, GDSs hunkered down and weathered the attacks, which included things like competing distribution platforms and global new entrants. The mainstay of GDSs' market position was as much due to business relationships as it was to their entrenchment in legacy technology and travel agents? preference for the cryptic "green screen." The most recent attack has been led by American Airlines (yes, AA created Sabre, but it was a messy divorce) through its direct-connect and traveler authenticated content, which has evolved into an open systems connectivity initiative called Open AXIS. These initiatives are the most serious threat to the GDSs to date. With direct connect and Open AXIS as a backdrop, Phocuswright interviewed each of the major GDSs about a variety of subjects concerning their current and future plans and expectations. We addressed the same set of questions separately to each GDS and added supplemental questions on occasion. We state each question and follow with the interviewees' responses. The GDSs are listed in alphabetical order. Interviewees Ian Wheeler, Vice President, Marketing and Distribution, Amadeus Chris Kroeger, Senior Vice President, Marketing, Sabre Travel Network Gillian Gibson, Chief Marketing Officer, Travelport