Solutions
- Airlines
  - Amadeus for Airlines
  - Products
- Airports
  - Amadeus for Airports
  - Products
- Border Authorities
  - Amadeus for Border Authorities
  - Products
- Corporate Travel & Expense
  - Products
  - Capabilities
  - Integrations
    - Travel & Expense Solution for Microsoft Teams
- Travel Sellers
  - Products
  - Content
- Hospitality
- Payments & e-invoicing
  - Outpayce
  - Voxel: B2B Payments and e-Invoicing
- Traveler behavior is changing at every touchpoint.
  
  Explore bold ideas, lead with cutting-edge tech, build powerful partnerships, and contribute to lasting impact.
  Discover more
Support & Training
- Support
- Training
- Already a customer?
  
  Log into Amadeus Service Hub for product news, learning materials, and customer support.
  Login
Partners
- Amadeus Partners
  
  At Amadeus, we value strong partnerships with different players across the travel ecosystem. Gain access to our solutions to develop your portfolio, reach new customers and add to your bottom line.
- Landmark partnership between Amadeus and Google Cloud
  
  Learn how this collaboration strengthens Amadeus' multi-cloud approach and AI innovation to improve efficiency, reliability and growth in travel.
  Read more
Resources
- Trending Topics
- Connected journeys: How will technology transform travel in the next decade?
  
  From AI-driven planning and biometric check-ins to smarter disruption management.
  Read the report
- Six travel trends that will redefine how we travel in 2026 and beyond
  
  Amadeus, in collaboration with Globetrender, unveils the tech, policy and innovation coming to transform the face of travel.
  Discover now
Company
- About Amadeus
  - About us
  - Leadership
  - Awards
  - Locations
- Careers
- Innovation
- Sustainability (ESG)
  
  Learn how we’re working to make travel a force for good.
- Amadeus Global Report 2024
  
  Get an overview of our company in 2024 from a business, financial and sustainability perspective.
  Access report
- Latest financial results
  
  Amadeus published its financial results for Q3 2025.
  View the results

Research report

Digital footprints: Discovering online traveler needs in North America

Travel is now booked easier and quicker than ever before. This is thanks to the growth of online, which in 2020, will become the dominant channel for purchasing travel globally.

This research gives a fresh snapshot of traveler behavior and sentiment, looking at both the U.S. and Canada respectively. As the travel industry evolves, it’s important to know what today’s travelers - who are clearly in the driver’s seat - are looking for when it comes to what, where, when and how they want to interact with travel brands online.

To gain an edge over their competition and stand out in a crowded market, the research indicates that online travel retailers should ask themselves questions such as:

How can OTAs partner with social media influencers to build rapport with their highly engaged audiences?
How can online retailers be more transparent with their prices and ensure ease of payment to see higher sales conversions?
What is needed to provide those sought-after personalized offers and services?

The message that comes through from the research findings is loud and clear: you cannot ignore today’s empowered travelers! Understanding and adapting to the needs of today’s digital consumers is critical. In order to be successful, online travel agencies need to put themselves in the shoes and follow in the footsteps of digital ravelers as they navigate the online travel landscape.

Alix Argüelles

Vice President,Online Travel Group, North America

Amadeus

There is a problem

Invalid length for field value.
This field is required.
This field is required.
A valid email address is required. This field is required.
This field is required.
This field is required.
This field is required.
This field is required.
This field is required.

Available in other languages

EN DE

First Name This field is required.

Last Name This field is required.

Business email A valid email address is required. This field is required.

Company name This field is required.

Country This field is required.

What type of business are you in? This field is required.

This field is required.

I want to receive information about Amadeus products and events

This field is required.

By submitting this form, I confirm that I have read and understand Amadeus' Privacy Notice

Phone Number (optional)

BASIC INFORMATION ABOUT THE PROCESSING OF PERSONAL INFORMATION

Data Controller	Amadeus IT Group SA
Purpose and legal basis for the processing of your data	We collect information about you to better understand and address your needs, requests and expectations about Amadeus. When processing your data we rely on your consent that you grant by submitting this form.
Recipients of the Personal Information	Amadeus Affiliates and Third Party Service Providers.
Data subject's rights	You have a right access, rectify and delete your data, as well as other rights, as detailed in the additional information.
Additional information	More information about the above aspects in our Privacy Notice.

Digital footprints: Discovering online traveler needs in North America

Travel is now booked easier and quicker than ever before. This is thanks to the growth of online, which in 2020, will become the dominant channel for purchasing travel globally.

There is a problem

Access the report