Problem: Read the attached case study, The Role & Value of GDS's in Travel Distribution Actions, and answer the following questions:
1. Based on current trends, airlines (and hotels) are now competing with GDS's, so why did the airline industry adopt the original GDS system and structure?
2. GDS's were thought to be the end of the travel agency business. What is the current role of travel agents and why do we still need them?
3. With increased direct bookings and restructured fees and commissions, is there a need for GDS's?