Travel advisors are spending more of their day inside global distribution systems, and they will walk away from hotels whose rates don't line up across channels, according to Amadeus' latest biennial survey of travel sellers worldwide.
Some 43% of advisors globally report using the GDS more than they did in 2024, a faster climb than any other reservation channel recorded. The typical advisor logs in more than six times a day and stays connected for close to eight hours. Asia-Pacific posted the biggest jump, with 47% reporting heavier use, ahead of EMEA at 44% and the Americas at 42%.
Pricing consistency is the sticking point. Rate parity ranked as highly important for 94% of respondents, and 63% said they would steer a booking to another property if a hotel's pricing looked inconsistent. Hotel-supplied descriptions carry weight too, with 90% leaning on them to compare and recommend properties. Sustainability now figures into that content: 88% said it matters to their customers, and advisors, particularly in EMEA and Asia-Pacific, said missing green credentials can count against a hotel.
More than three in four advisors use AI in their sales process, most often chatbots such as ChatGPT, Copilot, and Gemini, which 62% of EMEA advisors use. Automated fare search and AI itinerary tools each draw 29% of advisors globally. The Americas are the holdout, with 35% of advisors there saying they don't use AI to sell.
Amadeus, which sells advertising within the GDS, also asked about ads. About two-thirds of advisors said GDS placements influence what they buy, and one in four has booked a hotel directly because of one. Exclusive GDS-only offers were the top trigger at 57%, followed by verified rate parity at 36%, with loyalty perks and customer review summaries at 34% apiece.
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