Amadeus has released a report highlighting the increasing use of global distribution systems (GDS) and artificial intelligence (AI) by travel agents worldwide. The study, which surveyed over 750 travel sellers, shows that Asia Pacific (APAC) leads in AI adoption, with more than three-quarters of agencies incorporating AI into their workflows.
The report reveals that 43% of agents globally are using GDS more than in 2024, with APAC at the forefront at 47%. Rate parity remains a critical factor, with 94% of agents considering it essential. Furthermore, 63% of agents would avoid booking with properties exhibiting inconsistent pricing.
AI is becoming integral to travel agents' operations, aiding in research, content comparison, and productivity enhancement. APAC agents are particularly advanced, using AI for itinerary suggestions and customer relationship management (CRM) recommendations. In contrast, agents in the Americas are more cautious, with 35% not yet utilising AI.
AI-powered advertising within GDS platforms is also gaining traction, with two-thirds of agents acknowledging its influence on their buying behaviour. Exclusive GDS-only offers and verified rate parity are significant booking triggers, according to the research.
Dan Ciocoiu, Head of Advertising Solutions at Amadeus, stated, “Effective advertising is no longer simply about being visible. It is about delivering the right offer and content at the point when an agent is ready to act.”
The findings underscore the evolving landscape of the travel industry, where technology and consistent pricing are pivotal in shaping agent and consumer decisions
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
