Empowering Travel Sellers: 3 ways the Amadeus Travel Platform is evolving to drive modern travel retailing
The ongoing transformation in the travel industry to offer a more modern retailing experience to its travelers is continuing at full force – impacting everyone. As highlighted in our recent Modern Travel Retailing Report, at Amadeus, we strive to be the technology partner of choice for our customers in this transformation. And to succeed in that, we are constantly adapting and evolving our solutions to help customers stay competitive in this dynamic environment.
At the core of this sits theAmadeus Travel Platform. It is the backbone of our global distribution capabilities, but it is so much more. We have evolved it from a traditional GDS to a holistic travel platform – a marketplace that facilitates anything from the content distribution and consumption to the full spectrum of travel services. And a strong foundation for a modern retailing experience.
Let’s take a closer look at three ways that the Amadeus Travel Platform is evolving to support travel sellers in their transformation:
1. Unlocking new content
Content has always been a driving force of the Amadeus Travel Platform. We enable travel sellers to deliver seamless and personalized experiences by integrating diverse content — air, hotel, rail, and more— from multiple sources into a unified platform. So, by choosing Amadeus, travel sellers have access to a comprehensive and open system, adapted to their own needs.
But new times call for new ideas – and the distribution landscape is changing. Therefore, we have evolved how we collaborate with partners to introduce complimentary content into the Amadeus Travel Platform. One example is our partnership with the Etraveli Group, which allows us to make an even richer catalog of air content available to our subscribers, including itineraries and fare options that may not be accessible through traditional channels.
Through these types of new collaborations, we can help travel sellers deliver more comprehensive and competitive choices to travelers. This is also a key step toward our ambition to connect the entire travel ecosystem and become the unmatched marketplace.
2. Empowering retailing strategies
We want to empower our travel sellers to build a new retailing environment, based on their business strategy. We call it “Retailing the smart way”. A key innovation to support this, that we are currently piloting, is the Amadeus Unified Preferences Platform. This solution allows travel sellers to prioritize or remove air and hotel content based on their strategic goals.By enabling targeted content steering, we can support a more personalized and optimized retailing experience - helping travel sellers adapt quickly to market shifts and customer expectations.
Another technical, but highly impactful improvement is our enhanced API infrastructure. We are currently overhauling how customers access content across the Amadeus Travel Platform. Our vision is to enable travel sellers to easily access all types of travel content through one single connection. This means less technical work, faster setup, more flexibility and simplicity, more aligned with the format used in the industry, and a smoother experience overall for both travel sellers and travelers, in true modern retailing style.
3. Moving to more efficient retailing
NDC plays a key role in the retailing transformation and is an important part of the conversation. This technology is transforming how air products are being sold, and the Amadeus Travel Platform’s NDC capabilities are evolving accordingly, to support more integrated and efficient retailing.
From day one, we have been committed to creating a seamless and efficient experience for travel sellers for managing NDC content. We’ve made sure that one can easily search, compare, book and service different airlines’ content via different sources in the same view and in the same way - streamlining the process and saving valuable time.For search and booking, this is now to a large extent industrialized. Our current focus is to further build out the NDC servicing capabilities and extending that same level of efficiency to this step —bringing features like automated exchanges, refunds, and eligibility checks into a single, guided workflow.
Another gamechanger is obviously AI, which is currently sweeping our industry as any other, and which holds great potential for our travel sellers. And it is moving fast! Embedding AI-driven tools isn’t just a nice-to-have—it’s essential. At Amadeus, we have fully embraced the AI evolution testing innovations like copilots and PNR history decoders to integrate into the Amadeus Travel Platform, so that we can continue to help agents work smarter, faster, and more efficiently. Beyond internal development, we´re also investing in AI-driven companies that we believe will bring even greater value to our platform and ecosystem. It’s all part of a broader strategy to support a future where AI and personalization redefine how travel is sold.
Looking ahead: embrace change, empower growth
The path towards a full-scale modernized travel retailing experience is long and winding. It won’t happen overnight. But it is very clear that the transition is ongoing, and that in a world where travel is constantly transforming, adaptability is no longer optional, it is a strategic imperative.
At Amadeus, we are 100% committed to enabling the full potential that modern travel retailing can deliver to all. We have the necessary resources available and more than 35 years of travel industry IT expertise which means we can support travel sellers on their journey and accelerate the pace of digital innovation in travel retail. Our professional services can further innovate and elevate our customers’ business by providing travel industry end-to-end expertise, technological know-how, customized flexibility and close collaboration throughout their transformation.
So we will continue to evolve our Amadeus Travel Platform to support travel sellers to stay competitive, agile, and customer-centric in a landscape shaped by new standards and emerging technologies, paving the way for a more seamless, efficient and customer-centric travel experience.
This is the second in a series of blogs that Amadeus will be publishing around the various aspects of modern travel retailing. You can read the first blog of this series here.
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