Travel Agents Demand Consistent Pricing, Rich Content, and Green Credentials

Increased GDS Usage Among Travel Agents

The biennial study surveyed more than 750 travel sellers across Amadeus, Sabre, and Travelport platforms. Results indicate a significant increase in GDS usage compared to two years ago. Globally, 43% of agents report using GDS platforms more than in 2022. On average, agents access the GDS over six times per day and spend nearly eight hours connected.

Regional breakdowns show that the Asia-Pacific (APAC) region leads with 47% of agents increasing GDS usage, followed by Europe, Middle East, and Africa (EMEA) at 44%, and the Americas at 42%. GDS engagement growth outpaces other reservation channels.

Rate Parity and Content Quality as Priorities

Rate parity is identified as a critical factor for travel agents. According to the survey, 94% of respondents consider rate parity highly important. Additionally, 63% stated they would avoid booking with a property if they detected inconsistent pricing.

Content quality is also a key consideration. Ninety percent of agents rely on hotel description (HoD) fields when comparing and recommending properties. Agents require these descriptions to include comprehensive information, including sustainability credentials.

Sustainability as a Standard Decision Factor

Sustainability has shifted from an optional consideration to a standard decision factor in booking processes. The study found that 88% of agents report sustainability matters to customers when selecting a provider. Missing green credentials in hotel descriptions can negatively affect booking decisions, particularly in EMEA and APAC regions.

AI Integration in Agent Workflows

The research shows that more than 75% of travel agents have incorporated AI into their sales processes. AI is used for researching options, comparing content, building recommendations, and improving productivity. Regional differences exist in AI adoption and use cases.

APAC agents are leading in advanced AI applications, such as itinerary suggestions (36%), customer relationship management (CRM) recommendations (32%), and fraud or quality tools (21%). Conversational AI tools, including ChatGPT, Co-pilot, and Gemini, are most commonly used in EMEA (62%) and are the leading AI use case across all regions. Automated fare search tools and AI-powered itinerary suggestion platforms are each used by 29% of agents globally.

Agents in the Americas are more cautious, with 35% saying they do not currently use AI in their sales activities. The report suggests this may change as AI tools become more integrated into daily workflows. Across all regions, agents identify pricing and upsell suggestions, hotel recommendations, destination inspiration, and content comparison as areas where AI could further improve productivity.

Impact of AI-Powered Advertising on Booking Behavior

The study highlights the growing influence of AI-powered advertising within GDS platforms. Approximately two-thirds of agents say GDS advertisements influence their buying behavior, and one in four reported booking a hotel in direct response to an ad.

The most effective booking triggers are exclusive GDS-only offers (57%), verified rate parity (36%), loyalty perks (34%), and customer review summaries (34%). GDS advertising also increases brand awareness, which can affect future searches, recommendations, and bookings.

Methodology

Takedown Research conducted the study and surveyed more than 750 travel sellers across the three major GDS providers. The results were weighted to ensure equal regional representation. Takedown Research conducted similar surveys in 2022 and 2024.