Amadeus report: Global travel agents embrace AI while demanding rate parity
Amadeus released its biennial global travel agent report, surveying over 750 travel sellers. It shows 43% of agents use GDS more than in 2024, averaging over 6 uses per day and nearly 8 hours connected. 94% consider rate parity highly important, and 63% would book away from a property if pricing is inconsistent. 90% rely on hotel description fields, and 88% say sustainability matters to customers. More than three in four agents use AI in their selling toolkit, with APAC leading in advanced AI use cases.
Impact and considerations
The report reveals deepening GDS reliance, rate parity and content quality as key decision factors, and rapid AI adoption in sales workflows, offering important insights for travel brands and distribution strategies.
Key points
- 43% of agents use GDS more than in 2024, averaging over 6 uses per day and nearly 8 hours connected.
- 94% consider rate parity highly important, and 63% would book away from a property if pricing is inconsistent.
- 90% rely on hotel description fields, and 88% say sustainability matters to customers; missing green credentials can negatively influence bookings.
- More than three in four agents use AI in their selling toolkit, with APAC leading in advanced AI use cases and EMEA highest in conversational AI (62%).
- About two in three agents say GDS ads shape their buying behavior, and one in four have booked a hotel directly in response to an ad.
Sources and time
- Primary source
- Amadeus IT Group
- Other sources
- 0
- First source publication
- 29 Sept 2026, 08:00
- Page published
- 29 Sept 2026, 18:43
- Last updated
- 29 Sept 2026, 08:00
- Original links
- Amadeus Newsroom：Global Travel Agent Report: Embrace AI While Prioritizing Rate Parity | Amadeus (opens in a new tab)Primary source · en · Published 29 Sept 2026, 08:00