Amadeus Research: 63% of Travel Sellers Divert Bookings Over Rate Discrepancies
Amadeus published its biennial 2026 Global Travel Agent Report, conducted by Takedown Research, surveying over 750 travel sellers across Amadeus, Sabre and Travelport. Findings: 43% of global travel agents use GDS platforms more than in 2024, spending nearly 8 hours connected daily across an average of six sessions; 94% consider rate parity critical and 63% actively book away from properties with pricing inconsistencies; over 75% of travel sellers incorporate AI tools into daily operations, with conversational AI leading in EMEA (62%) and specialized use cases such as itinerary building, CRM and fraud detection leading in APAC; 90% rely on standard Hotel Description metadata to evaluate pro…
Impact and considerations
The GDS remains a heavily utilized terminal for high-value corporate travel management companies and luxury advisors. With over 75% of sellers adopting AI tools, agents no longer check rates manually but use automated comparison tools that instantly surface rate parity leaks; hotels with channel pricing inconsistencie…
Key points
- Amadeus published its 2026 Global Travel Agent Report, conducted by Takedown Research, surveying over 750 travel sellers across Amadeus, Sabre and Travelport.
- 43% of global travel agents use GDS platforms more than in 2024, spending nearly 8 hours connected daily across an average of six sessions.
- 94% of agents consider rate parity critical, and 63% actively book away from properties with pricing inconsistencies.
- Over 75% of travel sellers incorporate AI tools into daily operations, with conversational AI leading in EMEA (62%) and specialized use cases such as itinerary building, CRM and fraud detection leading in APAC.
- 90% of agents rely on standard Hotel Description metadata to evaluate properties, and 88% say missing sustainability credentials negatively impact booking decisions.
- 66% of agents report targeted GDS ad placements influence purchasing behavior, with 25% attributing direct bookings to GDS ads, driven primarily by exclusive GDS-only rates (57%) and verified rate parity (36%).
Sources and time
- Primary source
- Hospitality Technology
- Other sources
- 0
- First source publication
- 30 Sept 2026, 00:46
- Page published
- 30 Sept 2026, 01:20
- Last updated
- 30 Sept 2026, 00:46
- Original links
- Hospitality Technology：Amadeus Research: 63% of Travel Sellers Divert Bookings Over Rate Discrepancies (opens in a new tab)Primary source · en · Published 30 Sept 2026, 00:46