The short answer is both.
This week's deal with Booking.com means that bookers can now access and book Booking.com content via Amadeus.
Jorge Elliott, EVP of travel content sourcing, travel channels at Amadeus said, "Amadeus' technology combined with Booking.com's content means that travel sellers can search, book and integrate Booking.com's content seamlessly, ensuring the booking process is simple, and trips can easily be customized for travelers. This is all part of our mission to build a Live Travel Space to create better journeys."
The advantages for corporate travellers, bookers and managers should be clear. More content will be available in the same channel so it will be easy to compare alternatives. That channel is also where many not just look but book their air travel so booking accommodation at the same time becomes much easier. This adds up to better access to data, especially for those using the cytric integrated travel and expense solution, including better tracking. The traveller has access to a single itinerary and the travel manager has data on the same platform.
What's not to like?
It might not be a case of liking or disliking but a case of whether the Amadeus strategy is in line with the corporate's.
Amadeus's short-term commercial objectives could be that more content should lead to increased revenue and segments booked.
But the drive to add content and especially non-air content also has medium and longer-term implications.
In recent years the growth in demand for alternative travel sources such as sharing economy accommodation and ground transport have prompted more and more travel managers to address the challenge of amalgamating different data channels. They have also had to begin managing previously neglected categories such as airport transfers and taxis and new sources of trip costs such as hotel and air ancillaries.
As systems to merge data sources are created, arguments for booking only via a single approved channel start to disappear.
But Elliott's use of "Live Travel Space" is significant. Live Travel Space was launched last year by Amadeus as a concept of what its GDS would evolve into — "an open, dynamic, and connected space where all industry players can collaborate...a space for our customers to grow with solutions that are tailored to the way they do business and serve travellers."
In practice it means "open source systems, big data and cloud-based architecture". It also will enable the sellers, its direct customer base, to "sell travel in an efficient and personalized way".
According to Amadeus, the Booking.com deal will increase its customers' accommodation options by 30%. That may be true for its direct intermediary customer base but the evolution to more personalisation for its corporate clients may actually reduce the number of options presented in favour of ease of use.
More content and data in total does not necessarily mean more content and data for all.