halo effect. The extra business an agency gives the airline that owns the GDS system it uses, above and beyond what that airline might expect to get based on it's share of the overall market. Industry observers consider the halo effect a result of the agent's tendency to trust the GDS system's accuracy, as well as what critics call the GDS system's "architectural bias." The system lists the owner-airline's flights first, which some say leads to more bookings of those flights.
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