Going live in January 2012, the service is a new OTA/GDS alternative which will offer global marketing and reservation services to hoteliers for free by charging consumers a pass through fee of approximately US $3 per booking.
The approach allows hoteliers an international marketing platform without paying booking fees to existing online travel agents and GDS, according to its creator Thomas Magnuson, chief executive of hotel marketing company Magnuson Hotels.
Magnuson says GHX will operate independently of the OTA industry practice of 'rate parity', leading to more transparency in hotel pricing while 'providing consumer trust in a fair price' and speeding up the process for guests as they don't have to compare options.
“With GHX our priority is to allow hoteliers to regain control of margin, price and inventory, and for guests to benefit from these savings with market based rates," he said. "The competition between existing online travel agents has meant that these elements have been beyond the control of hoteliers for too long. It’s time to change that and we are excited about being able to announce this industry solution at The Annual Hotel Conference."
GHX is an independent company headed by Magnuson. He will unveil the product for the first time at the AHC at the Hilton, Manchester Deansgate tomorrow.
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