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Amadeus report shows 94% of travel agents see hotel rate parity as non-negotiable

PUBT·09/29/2026 07:28:46
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Amadeus report shows 94% of travel agents see hotel rate parity as non-negotiable
  • Amadeus market study of 750+ travel sellers finds rising GDS usage, with 43% using platforms more than in 2024.
  • Agents averaged 6+ GDS logins per day, spending nearly 8 hours connected, signaling deeper dependence on intermediary distribution.
  • Rate parity emerged as a key commercial constraint, with 94% calling it highly important; 63% would book away on inconsistent pricing.
  • AI adoption broadened, with 75%+ using AI in sales workflows; 35% of Americas agents reported no AI use.
  • GDS advertising showed measurable conversion, with about two-thirds influenced; 25% booked a hotel directly due to an ad.


Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Amadeus IT Group SA published the original content used to generate this news brief on September 29, 2026, and is solely responsible for the information contained therein.