What is GDS

Digitalization has forced the accommodation sector to use information and communication technology (ICT) to excel in their business performance. Hence, it is of paramount importance to scan the pros and cons associated with use of ICT marketing in the accommodation sector. This chapter considers this fact and focuses on opportunities and challenges associated with the use of ICT-based marketing in the accommodation sector of Gurugram (Haryana) region of India. The phenomena of ICT marketing is exhaustively assessed and highlighted through different components such as introduction, ICT as emerging concept, application of ICT tools in the marketing accommodation sector, opportunities associated with using ICT-based marketing, challenges faced during applying ICT marketing in the accommodation sector, followed by a conclusion. This study has been considered as a modification and addition to the existing body of knowledge in the accommodation sector. Moreover, the tourism and accommodation marketers also apprehend practical implications to augment their services for survival in a competitive business environment.