Amadeus’s biennial study of travel agencies shows that the main distribution systems are being used increasingly worldwide. It also offers guidance to travel brands looking to target their advertising spend on these channels more effectively.
GDS ever more present among agents
Travel agents are using distribution systems more than they did two years ago, and usage is growing faster than for other booking channels. Almost half of them (43%) use these systems more than in 2024. On average, they consult them more than six times a day and stay connected for nearly eight hours.
Asia leads the way, with 47% of agents using these platforms more than two years ago. EMEA follows (44%), then the Americas (42%).
Rate parity, a non-negotiable condition
For agents, price consistency comes first: 94% of respondents consider it very important. Almost two in three (63%) say they would avoid booking a property whose rates appear inconsistent to them.
LTH Analysis – This requirement now comes from the travel sellers themselves, rather than from contracts. In Europe, the parity clauses imposed by platforms have been abandoned, as illustrated by the end of rate parity for Booking.com.
Content quality also matters a great deal: 90% of agents rely on hotel description fields (HoD), completed by the properties themselves, to compare hotels and make their recommendations.
Sustainability becomes a decision-making criterion
Agents also want these descriptions to address sustainability. Across all regions, it is no longer simply a bonus but a genuine selection criterion. Almost nine in ten agents (88%) believe the subject matters to their clients when choosing a supplier.
Conversely, a lack of information on this front can count against a property, particularly in EMEA and Asia.
AI enters sales tools
More than three in four agents say they have integrated AI into their sales tools. They mainly use it to search for options, compare content, build recommendations and save time. Comfort levels are high overall, though they vary by region.
Asia goes furthest in advanced uses: itinerary suggestions (36%), recommendations drawn from CRM tools (32%), and fraud prevention or quality control (21%). Conversational AI (ChatGPT, Copilot, Gemini) is the leading use in every region, and it is most widely used in EMEA (62%).
Automated fare-search tools are also gaining ground, as are AI platforms that suggest itineraries: each is used by 29% of agents worldwide. The shift extends beyond distribution: Sabre has reorganised its leadership to accelerate on AI, while Accenture is urging hotels, airlines and OTAs to adapt to AI agents.
Agents in the Americas are more cautious: more than one in three (35%) say they do not use AI for their sales. The report nevertheless suggests this could change as the tools become more deeply embedded in day-to-day workflows.
Across all regions, agents see several areas where AI could make them more productive: fare suggestions and upselling, hotel recommendations, destination inspiration and content comparison.
GDS advertising influences bookings
As AI spreads among agents, advertising within GDS is expected to grow. B2B marketing agencies enable brands to buy placements on these channels. Amadeus states that it is the only provider delivering advertising across all three major distribution systems.
Agents respond fairly favourably to these formats. Around two in three say that advertisements seen on GDS influence their purchasing decisions, and one in four has booked a hotel directly after seeing an advertisement.
The leading booking trigger is a GDS-exclusive offer (57%), followed by verified rate parity (36%), loyalty benefits (34%) and guest review summaries (34%).
Even without an immediate booking, this advertising strengthens brand awareness. According to the study, this visibility can then influence subsequent searches, recommendations and bookings.
Dan Ciocoiu, Head of Advertising Solutions at Amadeus, summed up what is at stake: effective advertising, he said, is no longer simply about gaining visibility, but about presenting the right offer and content at the precise moment an agent is ready to act. He explained that Amadeus’s advertising solutions combine broad multichannel reach with targeted insights and in-depth industry expertise, helping travel brands capture attention, build awareness and influence booking decisions.
Amadeus has a strong presence among business travel professionals. The group recently supported the launch in France of TrustedStays, which connects aparthotels with business travel.
Methodology
Takedown Research surveyed more than 750 travel agents using the industry’s three main distribution systems: Amadeus, Sabre and Travelport. The results were weighted to ensure balanced representation across all regions. Comparable studies were conducted in 2024 and in 2022.
At a glance by The Hospitality Tribune
Amadeus Global Travel Agent Report 2026: AI, rate parity and GDS reach
750+ travel agents surveyed across Amadeus, Sabre and Travelport
43% use GDS more than in 2024, with nearly 8 hours connected per day
94% rate price parity as very important; 63% would avoid inconsistently priced hotels
Over 3 in 4 agents have integrated AI into their sales tools
1 in 4 agents booked a hotel directly after a GDS advertisement
