In today’s market, distribution decisions are board-level decisions and for independent hotels and small groups, the Global Distribution System (GDS) is no longer just a technical connection, it’s a business-critical channel that drives measurable bookings, strengthens visibility and opens doors to new revenue streams. Yet too often, hotels find themselves tied to GDS providers that add cost without delivering the support, strategy or results that matter. Hotel owners, General Managers (GMs), and commercial leaders, know that choosing the right GDS partner is essential to achieving sustainable growth.
GDS decision is a business strategy
Choosing a GDS provider isn’t simply about connectivity. It’s about aligning your distribution strategy with your business goals and providing marketing reach without draining budgets. The wrong partner? They leave your team overstretched, offer little in the way of hands-on guidance, costing you both time and bookings. As a hospitality leader, your GDS decision should always be evaluated as a strategic investment, not just an operational requirement.
What to demand from your GDS partner
If you’re evaluating whether your current provider is still the right fit, here are non-negotiables to look for:
- Dedicated expertise
As a hotelier, you likely run a lean teams where revenue, marketing and operations overlap. That’s why your GDS partner should provide hands on support, working alongside you, to guide your strategy, review performance and ensure your profile is fully optimised to convert. - Corporate and leisure balance
If you’ve thought of the GDS as “only corporate,” you’re missing half the opportunity. The right partner helps you capture both corporate and leisure demand, giving your property a balanced flow of bookings across every segment. - Marketing reach that fits your budget
Large-scale marketing packages are often costly and inflexible. Instead, seek out partners who enhance their representation giving you stronger visibility without the burden of large upfront costs. - Seamless Operations
Switching GDS providers shouldn’t disrupt your business. Fast onboarding, CRS/channel manager integrations, profile rebuilds and team training are essential to ensure a smooth transition. The right partner makes switching stress-free.
Why many independent hotels get stuck
Despite the importance of these factors, many independent hotels remain locked into contracts that don’t serve them. Why?
- Providers sell generic packages with high annual fees, regardless of a hotel’s size or market focus.
- Limited guidance leaves teams unsupported and unaware of how to maximise the GDS.
- The result is an expensive connection that doesn’t deliver on its promise.
What a future-proof GDS partnership looks like
A modern GDS partner should do more than provide access. They should:
- Add value with human guidance from experienced and dedicated account managers.
- Connect strategically to both corporate and leisure demand.
- Strengthen visibility with an additional offerings like programmes tailored to your needs.
The key is ensuring that your GDS spend translates into bookings, visibility and long-term commercial growth. Anything less is a missed opportunity.
GDS is a powerful lever of growth. But it only works if your provider aligns with your business goals, supports your team and delivers measurable ROI. If your current provider isn’t doing that, it may be time to reconsider.
