Amadeus Travel Chief Urges Open Industry Standards to Boost Traveler Control
Amadeus President of Travel Decius Valmorbida argues that the travel industry relies too heavily on closed ecosystems and insufficiently on shared infrastructure. He plans to advocate for open, collaborative foundations that expand the market for all players at the upcoming Skift Global Forum. Valmorbida emphasizes a long-term investment strategy over chasing short-term trends.
Valmorbida's remarks come as Amadeus approaches its fortieth anniversary, a milestone that frames his preference for sustained investment over chasing emerging trends. He notes the company maintained consistent spending even through the pandemic, arguing that durable capabilities outpace reactive hype.
His vision contrasts two industry models: fragmented closed ecosystems where each provider guards its own walls, versus an open ecosystem built on shared foundations like identity frameworks, data standards, and interoperability. In the latter, travelers gain choice, transparency, and control, with AI and biometrics serving as supporting tools rather than objectives.
This push for open standards could reshape how travelers experience booking and travel itself. If major players adopt shared infrastructure, consumers may see more seamless journeys with fewer friction points across airlines, hotels, and airports. However, the outcome depends on whether competitors with valuable data actually cooperate, and whether slower, longevity-focused approaches can keep pace with faster-moving rivals in AI development. The traveler's control ultimately hinges on industry willingness to collaborate.