Travel agencies are embracing AI while demanding rate parity
More than three out of every four agents already use artificial intelligence tools in their sales processes, while price parity, content quality, and sustainability are becoming increasingly important factors when recommending and booking services, according to Amadeus? latest global study on travel agencies.
Artificial intelligence is rapidly becoming part of the daily work of travel agencies. More than 75% of agents say it is already part of their sales tools, according to the latest biennial study by Amadeus, conducted among more than 750 travel agency professionals worldwide.
AI is used to search for options, compare content, make recommendations, and improve productivity, although the degree of adoption varies significantly by region.
Asia-Pacific emerges as the most advanced market in certain applications. Thirty-six percent of agents use AI to generate itinerary suggestions, 32% for CRM-related recommendations, and 21% for tools related to fraud prevention or quality control.
In Europe, the Middle East, and Africa (EMEA), the use of conversational AI stands out in particular, with tools such as ChatGPT, Copilot, or Gemini used by 62% of agents. This type of solution also represents the most widespread use case across all the regions analyzed.
Automated fare search tools and AI-based itinerary suggestion platforms are also gaining ground, already used by 29% of agents worldwide.
Increased Role of GDSs
The study also reflects increased use of global distribution systems (GDSs). Forty-three percent of agencies report using them more than in 2024, and on average, they access these platforms more than six times a day and remain connected for nearly eight hours.
This growth is occurring across all regions: 47% of agencies in Asia-Pacific use these systems more than they did two years ago, a figure that reaches 44% in EMEA and 42 % in the Americas.
But the increase in usage is accompanied by higher demands on the information available. Rate parity has become one of the main requirements for agencies: 94% consider it very important, and 63% say they might actively rule out booking a property if they detect price inconsistencies.
The quality of content also plays a role in the decision. Nine out of ten agencies rely on the descriptions provided by the hotels themselves to compare properties and make recommendations to their clients.
Sustainability
Another change highlighted in the report is the growing importance of sustainability. 88% of agencies believe this aspect is important to their clients when choosing a provider.
The lack of environmental credentials can even negatively influence booking decisions, especially in EMEA and Asia-Pacific. The study thus points to a shift in sustainability from an additional piece of information toward a standard decision-making criterion.
AI still has a long way to go
Despite the progress of these technologies, their adoption is not uniform. In the Americas, 35% of agents say they still do not use artificial intelligence to support sales.
The professionals surveyed do identify numerous areas where these tools could increase their productivity. These include price suggestions, upselling, hotel recommendations, destination inspiration, and content comparison.
The study also analyzes the influence of advertising integrated into GDSs. Approximately two out of three agents acknowledge that these ads influence their purchasing behavior, while one in four say they have booked a hotel as a direct response to an ad.
Exclusive GDS offers are the main incentive for booking, cited by 57% of respondents, ahead of verified rate parity (36%), loyalty benefits (34%), and customer reviews (34%).
The report is based on a survey conducted by Takedown Research of more than 750 travel agents who use Amadeus, Sabre, and Travelport. The results were weighted to ensure equitable representation of the different regions and allow for comparison with equivalent studies conducted in 2024 and 2022.