GDS (Global Distribution System) – You can get the better price

Look at the video from Youtube about how GDS works on Priceline. Customers can easily name their own price through i-phone app. The more interactions between hotel owner and customer provide more chance to reach the satisfied price for both sides. "Last night price" is another promotion which Priceline uses to entice customer and sell their empty rooms in the last minute. Cheap price to customers and not-waste for empty rooms to hotel owner is the value created by GDS which didn't exist in the past without GDS system.