Amadeus has published a global travel agent report showing that more than three-quarters of travel sellers now use AI in their sales workflow, while pricing consistency and supplier content remain central to booking decisions. The findings underline how travel distribution is being shaped by a mix of automation and long-standing commercial priorities, with rate parity and accurate hotel information still influencing where agents place business.
The report found that agents use AI to research options, compare content, build recommendations and improve productivity. Even so, 94% of respondents rated rate parity as highly important, and 63% said they would actively book away from a property if pricing appeared inconsistent. Content quality also remains a key issue, with 90% of agents relying on hotel description fields provided by properties when comparing and recommending options.
Regional adoption patterns show different stages of AI use across the market. Conversational tools such as ChatGPT, Copilot and Gemini are most widely used in EMEA, while APAC is ahead on advanced applications, including itinerary suggestions and CRM recommendations. The survey also pointed to wider interest in AI-assisted pricing, upsell suggestions, hotel recommendations and content comparison, suggesting that sellers are moving quickly on technology but remain dependent on clean, reliable data from suppliers.