Amadeus Insights
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Amadeus Insights
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Foreword
Online Travel Agencies (OTAs) entered 2024 enjoying a sense of renewed momentum, with travelers again turning to these travel players to save time, find insights and obtain the best price. As Online Travel Agencies continue to compete for traveler attention and trust, the ability to deliver an outstanding customer experience, while improving operational efficiencies remain key.
With Travel Technology Investment Trends 2024 we explore several interesting areas of development this year – not least that Online Travel Agencies are looking to significantly increase investment spending in different areas. There is an awareness that the industry is changing fast, and that those who do not adapt will be left behind.
Where will this money be going? Online Travel Agencies are looking to capture the power of data, through increased investment in analytics, while also deploying new tools – including machine learning and Generative Artificial Intelligence (Generative AI) – to create better options for travelers. This investment is aimed at providing a highly contextualized and intuitive search and shopping experience, based on the most extensive access to content. Realizing the benefits of NDC (New Distribution Capability) technology continues to be top of mind for many – and this is an area where progress is accelerating.
Access to talent has also been a challenge for Online Travel Agencies, leading them to place ever more focus on systemizing core businesses to free resources for high-value projects.
That is why robotics technology, self-service tools and other solutions to drive efficiency are the name of the game.
With Amadeus being at the center of the travel ecosystem, we are well-positioned to help Online Travel Agencies achieve their goals. We continue to offer the technical solutions needed to make their ambitions a reality, from providing relevant content to enabling end-to-end smart retailing capabilities to all our customers no matter the size or location – our travel platform delivers on our promise: to make travel work better for everyone everywhere.
Exciting times are ahead for the industry with technology as a value-driver for better travel. This year, we will continue to adapt to this fast-paced environment and remain a technology leader for Online Travel Agencies and their strategic partner of choice.
I hope you enjoy reading this report – and if you have any questions, we at Amadeus look forward to hearing from you.
Elena Avila
EVP, Travel Distribution
Amadeus
Introduction
Travel Technology Investment Trends 2024 is a milestone research project carried out by Amadeus, alongside the market insight agency, Opinium Research.
This research is designed to take a unique, panoramic view across the entire travel ecosystem, with findings presented in a series of eight reports – addressing sectors including hospitality, aviation, travel sellers and payments. The work investigates the developments that will define the sector over the coming year and beyond.
Findings included in this specific report are based on individual responses from 150 senior leaders from Online Travel Agencies based in ten key countries – Brazil, China, France, Germany, India, Mexico, South Korea, UAE, UK and USA.
Combined with expertise from Amadeus’ executives, each report offers unique insight into technology investment trends across different segments of the travel industry.
This report focuses on Online Travel Agencies.
These businesses allow travelers to search, book and service products, such as air, accommodation, car rentals and tours, acting as intermediaries between inventory suppliers and customers.
In this case, Online Travel Agencies have been differentiated from Business Travel Agencies (BTAs) and Leisure Travel Agencies (LTAs), both of which are addressed in separate, standalone reports. Each has specific technological needs over the coming year and more.
By asking Online Travel Agencies leaders about investment plans, business challenges and priority areas, this report offers a globally representative understanding of the sector, its priorities and ambitions for 2024 and beyond.
