The European Technology and Travel Services Association has produced a Youtube video extolling the virtues of GDSs and online travel agents.
It calls for no turning back of the clock to a time when customer had to check multiple sites for the appropriate flight and other travel arrangements.
The Brussels-based organisation claims working together to protect the travel distribution system will safeguard transparency and choice for business travellers and holidaymakers globally.
It says independent travel distribution is cost-effective, easy to use, transparent and neutral, and that continued investment in technology means the needs of the traveller are catered for.
The system also plays an essential role in promoting competition and consumer choice across all modes of transport, as long as the various operators play ball, the video states.