Travel agents adopt AI but keep pricing and content at the forefront

More than three-quarters of travel agents surveyed use artificial intelligence in their sales workflow, while consistent pricing and detailed hotel information remain key booking priorities, according to Amadeus’ latest global travel seller study.

The research, conducted by Takedown Research among more than 750 travel sellers, found that 43% use global distribution systems (GDS) more frequently than in 2024. Increased use was strongest in Asia-Pacific, at 47%, followed by Europe, the Middle East and Africa at 44% and the Americas at 42%.

94% of respondents rated rate parity as highly important, while 63% said they would book elsewhere if a property offered inconsistent pricing. Nine in ten rely on hotel descriptions when comparing accommodation, and 88% said sustainability matters to their customers when choosing a provider.

AI tools are being used to research travel options, compare content and develop recommendations. Conversational platforms such as ChatGPT, Copilot and Gemini were the leading application across regions, with 62% adoption in Europe, the Middle East and Africa. Agents in the Americas were more cautious: 35% said they did not use AI to support sales.

The study also found that around two-thirds of respondents said GDS advertising influenced their purchasing decisions, while a quarter had booked a hotel directly in response to an advert. Exclusive offers were the strongest booking incentive. The survey covered sellers using Amadeus, Sabre and Travelport, with results weighted to give equal representation to each region.

Source: Amadeus Global Travel Agent Report 2026.