Which of the following is NOT a benefit of using a GDS?

The correct choice highlights that higher rates than direct bookings are not a benefit of using a Global Distribution System (GDS). GDSs primarily serve to connect travel agents with a wide range of hotel inventories, facilitating easier access to various lodging options and availability, which typically enhances exposure and convenience for both agents and consumers.

When hotels participate in a GDS, they often aim to maintain competitive pricing to attract bookings through travel agents. This involves offering rates that may match or be lower than those available for direct bookings to incentivize agents to book through the GDS. Therefore, utilizing a GDS does not inherently result in higher rates; in fact, it often encourages more competitive pricing strategies.

The other benefits of increased exposure to travel agents, instant room booking, and access to multiple hotel inventories showcase the GDS's primary functions, which include extending a hotel's market reach and streamlining the booking process, making it easier for agents to access a variety of options to meet their clients' needs.