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Why Travel Sellers Matter More Than Ever – And Why Hoteliers and Destinations Should Take Note – Image Credit Unsplash
In a fast-moving, tech-driven travel landscape, the role of the travel seller remains as vital as ever. While digital tools and AI-driven booking platforms continue to gain traction, recent findings from the Travel Dreams report by Amadeus reveal that human expertise still plays a central role in shaping travel decisions—and driving revenue.
Travel sellers are not just intermediaries. They are trusted advisors, powerful influencers, and key revenue partners for hoteliers and destination marketers. Today’s travel environment is complex, and travelers are looking for guidance. This is where travel sellers come in.
Personalized experiences matter
Despite widespread digital transformation, travelers continue to prioritize personalization—particularly in hospitality. Nearly half of leisure travelers (48%) still prefer a traditional, in-person hotel check-in. The desire for real human interaction is clear, particularly among senior guests and luxury travelers.
This demand for a personalized, high-touch service doesn’t stop at the front desk. Travel sellers are uniquely positioned to deliver these tailored experiences from the very first interaction, helping guests choose the right destination, room type, and add-ons that enhance their stay.
The original influencers
Social media may dominate travel inspiration today—but travel sellers remain the original influencers.
Nearly one in five travelers are booking through retail travel sellers, with usage even higher in markets like France and among older demographics. Unlike digital ads, travel sellers offer trust, insight, and hands-on service. They help travelers make informed decisions and are often the first to recommend a hotel, destination, or bundled package.
They’re also highly motivated partners. Travel sellers are incentivized to drive bookings, and they have the tools and industry knowledge to deliver meaningful results.
Higher-yield bookings, better business outcomes
Data from Amadeus Demand360® shows that reservations made via global distribution systems (GDS) produce, on average, more than 11% higher ADR compared to direct bookings. Travel sellers consistently deliver longer stays, higher ADRs, and more high-value itineraries.
According to the Travel Dreams report, travelers are willing to pay up to 12% more for premium room features and personalized services. Travel sellers understand these preferences and are well-equipped to match the right offer to the right traveler—driving incremental revenue along the way.
Meeting the needs of modern travelers
Today’s travelers have evolving expectations. Business travelers prioritize efficiency—digital check-in, loyalty perks, workspace amenities—while leisure guests value personalization and wellness. Travel sellers bridge these needs by offering curated recommendations tailored to individual profiles and travel purposes.
They also help navigate an increasingly fragmented ecosystem—whether it’s choosing a sustainable property, understanding new travel regulations, or bundling services like car rentals. Travel sellers play an essential role in simplifying the journey.
Why it’s time to engage with travel sellers
For hoteliers and destination marketers, reaching travel sellers where they work and when they’re booking is critical. Amadeus Travel Seller Media offers the solutions to do just that. Through targeted placements within all major GDS channels, hoteliers, destinations and airlines can showcase their properties directly to them at the point of sale, positioning themselves in front of a highly engaged, high-converting audience.
A strategic approach to reaching travel sellers on the GDS—through optimized content, targeted placements, and compelling offers—is key to unlocking high-value bookings. Whether you’re aiming to boost visibility, drive upsell revenue, or improve conversion, the opportunity lies in meeting travel sellers where they book.
Joerg Schuler Global Head of Commercial, Hospitality, Amadeus. Connect with Joerg on LinkedIn.
This article originally appeared on Amadeus.
