Travel agents widely adopt AI while prioritising rate parity and GDS content
Based on · First reported
Sources
- More than three‑quarters of travel agents now use artificial intelligence in their sales workflow, and 43% say they rely on global distribution systems (GDS) more often than in 2024. Rate parity is rated as highly important by 94% of respondents, and nine in ten agents compare hotel descriptions when evaluating accommodation options.
- Exclusive offers are the strongest incentive for bookings, while around two‑thirds of agents report that GDS advertising influences their purchasing decisions. The survey also notes that agents continue to keep pricing and content at the forefront of their processes.
Why it matters
The high reliance on AI and GDS data underscores the importance of accurate pricing, rate parity compliance and compelling content for airlines and hotels seeking to attract travel agents.
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