Peter Waters, executive vice president, hotels, mobility and insurance for Amadeus, believes this to be the case. “We have increased our beach, resort and leisure content which allows us to be a much more attractive content sourcing partner to retail agencies and other online channels so it has expanded our customer base enormously.”

He adds that the more volume going across the platform makes it a more attractive proposition for providers to come in because “they see they will get more bookings.”

Related: GDS hotel bookings increased 6.4 percent in 2018