As its first Allied Member, Amadeus will now be in charge of providing input on WTAAA’s vision for resetting outdated industry programmes, achieving NDC adoption and shaping future distribution models.

Madrid-based travel technology firm Amadeus has become the World Travel Agents Associations Alliance’s (WTAAA) first Allied Member.

According to a press statement by WTAAA, this new membership category will enable industry partners to collaborate more closely with WTAAA in advocating for the travel agency sector globally.

The board says that as an Allied Member, Amadeus will provide insights to help support WTAAA’s strategy and initiatives around areas like distribution, technology adoption and future industry trends.

It says that the launch of Allied Membership coincides with WTAAA’s 2024 strategic push to expand collaboration beyond travel agency associations so as to incorporate additional key players in the global distribution space.

“We are excited to join WTAAA as an inaugural Allied Member to lend our expertise while supporting their mission of representing travel agents worldwide. As consumer booking behaviours and technology needs evolve, it’s crucial for all industry players to come together to address opportunities and challenges faced by advisors,” says Juan Jesús García, Vice-President Industry and Government Affairs, EMEA at Amadeus.

The statement adds that as the first Allied Member, Amadeus will assist by providing input on WTAAA’s vision for resetting outdated industry programmes, achieving NDC adoption and shaping future distribution models.

“While our core membership represents advisors, bringing allied travel players to the table is crucial to drive positive industry-wide change. Their unique perspectives and areas of expertise can inform a more well-rounded approach for advocating policies that benefit the travelling consumer,” says Otto de Vries, Executive Director of WTAAA.

The alliance says that having organisations with the gravitas of Amadeus within its fold gives the organisation broader influence in discussions with stakeholders across the travel ecosystem. This expanded reach strengthens ability to advocate for and champion fair treatment of travel advisors and consumers globally.

“With travel technology and distribution systems intricately impacting travel agencies, it’s vital we work hand-in-hand with partners like Amadeus to promote sustainable, agency-friendly models,” de Vries adds.