Travel agencies worldwide are accelerating their use of artificial intelligence and demanding strict rate parity from suppliers, according to new research from Amadeus. The report, based on a survey of more than 750 travel sellers, shows that Asia Pacific (APAC) is the most advanced region in AI adoption, with over three-quarters of agencies now embedding AI into their daily workflows.
The findings come as the travel distribution landscape undergoes a rapid transformation, with GDS platforms evolving beyond booking tools into AI-driven commerce ecosystems. Amadeus, which operates one of the world's largest GDS networks alongside Sabre and Travelport, says the survey underscores how agents are leveraging technology to improve efficiency and client service.
GDS usage climbs, APAC leads
Globally, 43% of travel agents report using GDS more than they did in 2024, with APAC at the forefront at 47%. This uptick reflects a broader trend of agents relying on GDS for content aggregation, fare comparison, and now AI-powered recommendations. In contrast, agents in the Americas are more cautious, with 35% not yet using AI at all.
APAC agents are particularly advanced in their AI applications, using the technology for itinerary suggestions, customer relationship management (CRM) recommendations, and dynamic pricing insights. This regional leadership aligns with other industry trends, such as AI agents shifting hotel discovery from search to delegation, a shift that is gaining traction across the region.
Rate parity: a non-negotiable for agents
Rate parity remains a critical factor in agent booking decisions, with 94% of respondents considering it essential. Moreover, 63% of agents said they would avoid booking with properties that exhibit inconsistent pricing across channels. This sentiment is particularly strong among agents who serve corporate and luxury clients, where price transparency is paramount.
The demand for rate parity is not new, but the survey suggests it is becoming even more entrenched as agents gain access to more pricing data through GDS and AI tools. "Agents are increasingly sophisticated in comparing offers across multiple sources," said Dan Ciocoiu, Head of Advertising Solutions at Amadeus. "If a hotel or airline undercuts its own GDS rate on another platform, agents will notice and may take their business elsewhere."
AI-powered advertising gains traction
AI-powered advertising within GDS platforms is also gaining momentum. Two-thirds of agents acknowledged that AI-driven ads influence their buying behaviour, particularly when those ads are tailored to the agent's search context and client profile. Exclusive GDS-only offers and verified rate parity are significant booking triggers, according to the research.
Ciocoiu added, "Effective advertising is no longer simply about being visible. It is about delivering the right offer and content at the point when an agent is ready to act." This shift is pushing travel suppliers to rethink their distribution strategies, focusing on quality of content and relevance over sheer volume of impressions.
Implications for suppliers and agents
For hoteliers, airlines, and cruise lines, the message is clear: maintain consistent pricing across all channels or risk losing agent loyalty. The survey also highlights the growing importance of AI in the agent toolkit, suggesting that suppliers who integrate AI-ready content into their GDS listings will have a competitive edge.
The findings align with broader industry movements, such as Asia-Pacific driving 45% of global aircraft demand through 2045, which underscores the region's growing influence in travel. Similarly, Emirates' winter expansion with premium cabins reflects the premium travel segment's resilience, a segment that relies heavily on agent expertise.
As AI continues to reshape travel planning, agents are positioning themselves as trusted advisors who combine technology with human insight. The Amadeus report suggests that the agencies that thrive will be those that embrace AI while maintaining the personal touch that clients expect.
For travel professionals, the takeaway is twofold: invest in AI tools to enhance productivity and client service, and ensure that your pricing strategies are transparent and consistent. The era of opaque pricing is over, and agents are voting with their bookings.
