ARTIFICIAL intelligence is becoming an increasingly important part of travel agents’ workflows, but global distribution systems (GDS) remain a key channel for researching, comparing and booking travel, according to the 2026 Global Travel Agent Report.
More than three in four travel agents globally use AI tools, while four in five are comfortable using AI to support booking decisions. Generative AI chat assistants are the most widely used AI tools, with more than half of agents using platforms such as ChatGPT, Gemini or Copilot for research, communication and content-related tasks. Automated fare search tools and AI itinerary suggestion platforms are each used by 29 percent of agents.
The report was based on a survey of 756 travel agents conducted from April to June 2026 by Takedown Research, an independent market research and analytics firm. The survey was commissioned by Amadeus, Sabre and Travelport and covered the Americas, Europe, the Middle East and Africa (EMEA), and Asia-Pacific (APAC).
APAC showed the highest level of comfort with AI and more advanced AI integration. The region also recorded the strongest increase in GDS usage, with 47 percent of agents reporting increased use over the past two years, compared with 44 percent in EMEA and 42 percent in the Americas. Globally, 43 percent reported increased GDS usage.
“As travel retailing becomes more intelligent and personalized, the value of the GDS continues to evolve. It remains a critical environment where hotels, travel sellers, and technology come together to match relevant offers with traveler demand,” said Mirja Sickel, executive vice president, Hospitality Distribution, Amadeus.
Travel agents access GDS platforms more than six times a day on average and spend nearly eight hours connected. Price remains the leading consideration in travel bookings, cited by 48 percent of agents globally, followed by value at 15 percent and health and safety at 14 percent. In APAC, health and safety ranked higher at 25 percent, while value accounted for 21 percent.
The report found that GDS rate parity and accurate content remain important to booking decisions. Ninety-four percent of agents said rate parity was highly important, while 63 percent said they would book away from a hotel if rates were inconsistent across providers.
Agents also see AI playing a greater role in comparing and selecting travel options. Globally, 48 percent said AI could improve pricing and upsell suggestions, 47 percent cited hotel recommendations and 43 percent cited destination inspiration. In APAC, 58 percent identified pricing and upsell suggestions.
“AI is transforming how travel agents discover, evaluate, and compare travel options. At Amadeus, we’re embedding AI into our solutions in ways that make travel shopping more relevant, efficient, and valuable for the entire ecosystem,” said Arialdo Piatti, head of Product Strategy, Advertising Solutions, Amadeus.
GDS advertising also influences booking behavior. More than one in four agents globally said they had booked a provider after seeing it in a GDS advertisement, rising to 32 percent in APAC. Sixty-five percent said such advertising increased brand awareness and familiarity. Two in three agents said GDS ads shape their buying behavior, while 80 percent of APAC agents said they would act on a strong offer across GDS screens.
“Travel agents are telling us something important: they notice advertising when it helps them make faster, more confident decisions. More effective GDS advertising is no longer about visibility. It’s about delivering relevant content at the exact moment an agent is ready to act,” said Dan Ciocoiu, head of Advertising Solutions, Amadeus.
