Topic

GDS

1 story Updated October 7, 2026

Photograph · Amadeus

Advisors Want AI, and Rate Parity

An Amadeus survey of 750-plus advisors finds GDS use rising, three in four selling with AI, and 94% calling hotel rate parity essential. The Americas lag on AI.

Mira Okonkwo · Oct 7, 2026 · 2 min

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