GDS systems are strengthening their position: 43% travel agencies use them more than two years ago
Despite the growth of alternative distribution channels and artificial intelligence, global distribution systems remain an important tool for travel agencies. New research shows that GDS advertising also has a measurable impact on hotel selection and booking.
Global distribution systems (GDS) maintain a strong position in the tourism industry, and their usage among agents is even growing. According to the Global Travel Agent Report 2026 survey, 43% travel agents use GDS more often today than in 2024.
The research was conducted by Takedown Research among 756 travel agents who use Amadeus, Sabre and Travelport. On average, agents access the GDS systems more than six times a day and are connected for almost eight hours.
Agents continue to rely on GDS, but they expect more quality data
The highest growth in usage was recorded in the Asia-Pacific region, where 47% respondents reported increased use of GDSs. The EMEA region follows with 44%, while in the Americas the share is 42%.
The agents' attitude towards hotel prices is particularly interesting. As many as 94% respondents consider price consistency between distribution channels to be extremely important, while 63% would abandon a hotel reservation if they noticed inconsistencies.
In addition to prices, the quality of the content is important. About 90% agents use hotel descriptions available in GDS systems when comparing properties and creating recommendations for clients.
GDS advertising directly influences hotel bookings
The research shows that GDS is not just a booking platform but also a sales channel through which hotels can influence the decisions of agents.
Approximately two-thirds of respondents indicate that ads displayed within the GDS system influence their choice, while one in four agents booked a hotel as a direct result of such ads.
The most interesting findings are the exclusive offers available only through GDS, which was highlighted by 57% respondents. Next come the confirmed price compliance with 36% and the loyalty program benefits, and the summaries of guest reviews, each with 34%.
Artificial intelligence complements existing distribution channels
More than three-quarters of surveyed agents already use artificial intelligence in sales processes. In the EMEA region, 62% respondents use conversational AI tools such as ChatGPT, Copilot, and Gemini.
For hotels in Croatia and the wider region, the results provide practical advice. In addition to investments in direct sales, it is necessary to take into account the quality of GDS content, price competitiveness, and visibility among professional sales channels.
However, the results should be viewed in the context that the research was commissioned for the GDS distribution industry. This shows changes in the habits of the surveyed agents, but does not prove an increase in the total global number of reservations through GDSs.
