What's Happening?
In the evolving travel industry, travel sellers continue to play a crucial role despite the rise of digital tools and AI-driven booking platforms. According to the Travel Dreams report by Amadeus, human expertise remains central in shaping travel decisions and driving revenue. Travel sellers act as trusted advisors and influencers, providing personalized experiences that travelers prioritize, especially in hospitality. Nearly half of leisure travelers prefer traditional, in-person hotel check-ins, indicating a strong demand for human interaction. Travel sellers are instrumental in delivering tailored experiences, helping guests choose destinations, room types, and add-ons that enhance their stay. They are also key partners in driving bookings, offering trust, insight, and hands-on service, which digital ads cannot match.
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Why It's Important?
The significance of travel sellers in the hospitality industry is underscored by their ability to deliver higher-yield bookings and better business outcomes. Data from Amadeus Demand360 shows that reservations made via global distribution systems (GDS) yield more than 11% higher average daily rates compared to direct bookings. Travel sellers consistently facilitate longer stays, higher ADRs, and more high-value itineraries. Travelers are willing to pay up to 12% more for premium room features and personalized services, which travel sellers are adept at matching to the right traveler. This ability to meet modern travelers' evolving expectations, whether for business efficiency or leisure personalization, positions travel sellers as essential partners in the hospitality ecosystem.
What's Next?
For hoteliers and destination marketers, engaging with travel sellers is crucial. Amadeus Travel Seller Media offers solutions to reach travel sellers through targeted placements within major GDS channels. This strategic approach can unlock high-value bookings by optimizing content, placements, and offers. Hoteliers and destinations can boost visibility, drive upsell revenue, and improve conversion by meeting travel sellers where they book. This engagement is vital for positioning properties in front of a highly engaged, high-converting audience.
