Amadeus survey shows rising GDS use and AI adoption among travel agents

A 2024 Amadeus survey of 750 travel agents worldwide found that 43% are using global distribution systems more than two years after adoption, accessing them over six times a day for almost eight hours, with the Asia‑Pacific region leading at 47% followed by EMEA at 44% and the Americas at 42%.

The same survey reported that 94% of agents consider parity pricing a necessary requirement, 88% say sustainability influences client supplier choices, and 76% use AI as a sales tool to search options, compare content, generate recommendations and improve productivity.