Amadeus Urges Open Tech Platforms Over Walled Gardens
Decius Valmorbida argues travel providers must share data standards and identity foundations to put travelers in control.
The short answer
Amadeus President of Travel Decius Valmorbida calls on travel operators to build open, cooperative foundations for data and identity. He argues that lasting guest trust stems from consistent delivery rather than closed platforms.
“The more individual companies try to curate closed ecosystems, the less freedom and value we ultimately give to travelers.”
The short version
- Amadeus calls for open data standards and shared digital identity rather than walled platforms.
- Decius Valmorbida argues travel providers should cooperate on infrastructure while competing on guest experience.
- Amadeus applies a longevity test to investments, maintaining consistent spending through industry downturns.
Amadeus is urging the travel industry to abandon closed platforms in favor of open, collaborative systems that give travelers direct control over their journeys [1]. Decius Valmorbida, President of Travel at Amadeus, stated that brands should compete on service while cooperating on shared infrastructure such as digital identity, interoperability, and data standards [1].
Why is Amadeus rejecting closed technology platforms?
Closed systems restrict consumer freedom and diminish overall value across the trip [1]. According to Skift, Valmorbida argued that as traveler itineraries become increasingly fragmented, individual companies trying to curate closed gardens make the journey harder to navigate [1]. Travelers do not evaluate trips by channels, providers, or isolated touchpoints [1]. Instead, guests expect the industry to coordinate operations behind the scenes [1]. Moving toward an open model allows customer data to move responsibly across providers, offering travelers greater transparency, broader choices, and authentic control [1].
How should travel companies evaluate new technology investments?
Amadeus applies a longevity test that prioritizes long-term operational value over short-term industry excitement [1]. In an interview published by Skift, Valmorbida explained that the company avoids jumping onto passing bandwagons or unproven trends [1]. The screening test requires that any new technology must strengthen long-term foundational systems and solve an authentic customer issue [1]. Valmorbida reported that Amadeus maintained capital investments through favorable periods, economic downturns, and the pandemic because durable operational advantages require steady capability growth [1].
Where should competing hospitality brands cooperate?
Hospitality and travel providers need to cooperate on shared foundations while maintaining fierce competition around customer service and branding [1]. As reported by Skift, Valmorbida pointed to digital identity, shared data standards, and system interoperability as the essential areas requiring cross-industry cooperation [1]. Building shared infrastructure removes operational friction across booking checkpoints [1]. The ultimate operational objective is an environment that functions like a one-stop shop for the consumer, even though separate suppliers operate simultaneously behind the scenes [1].
| Operational Focus Area | Closed Model Approach | Amadeus Open Model Approach |
|---|---|---|
| Infrastructure Strategy | Proprietary walled gardens with isolated data storage [1] | Shared foundations for identity and data standards [1] |
| Customer Control | Restricted choices within a single provider catalog [1] | Traveler in command across multi-provider journeys [1] |
| Competitive Priority | Fighting over plumbing and underlying data pipelines [1] | Cooperating on plumbing while competing on brand and service [1] |
| Technology Deployment | Chasing short-term excitement and new trends [1] | Longevity tests solving real customer problems [1] |
What role do AI and biometrics play in travel operations?
Artificial intelligence, biometrics, and digital identity serve as friction-reducing connectors rather than ultimate business goals [1]. Skift noted that while these technologies bridge disjointed sections of a trip, the real priority remains making the guest journey simpler, personal, and seamless [1]. Valmorbida noted that technology merely enables the shift toward modern travel retailing, giving operators a route to understand guest needs [1]. However, software capabilities alone cannot replace operational execution [1].
How is guest relationship management changing?
The relationship between guests and travel companies has transitioned from an isolated transactional model into an end-to-end experiential relationship [1]. Travelers now purchase comprehensive experiences and expect every operational handoff to function smoothly [1]. As Valmorbida told Skift, trust serves as the primary differentiator for brands [1]. Operators earn that trust by consistently delivering on their core brand promises during critical moments of truth across the journey [1].
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Frequently asked
+What is Amadeus's core critique of closed travel platforms?
Amadeus argues that closed platforms limit traveler choice and reduce value. President of Travel Decius Valmorbida explained that walled systems create friction, whereas shared foundations and open data models allow travelers to build trips that fit their specific needs across multiple providers.
+What rule does Amadeus use to evaluate new technology investments?
Amadeus uses a longevity rule rather than reacting to short-term industry hype. The company assesses whether a tool strengthens long-term foundations, moves the travel sector forward over the coming decade, and solves a demonstrable problem for the traveler.
+In which areas does Amadeus urge travel competitors to cooperate?
Amadeus urges competitors to cooperate on underlying foundations, specifically data standards, digital identity, and technical interoperability. Cooperating on underlying plumbing allows brands to focus their competition where it matters: guest service, brand promises, and unique products.
+How does Amadeus view the role of AI and biometric tools?
Amadeus views artificial intelligence and biometrics as tools that remove friction and link fragmented portions of a journey. Decius Valmorbida emphasized that these technologies are not the end goal, but mechanisms to put travelers in command of simpler trips.
+Why is trust considered the primary differentiator in modern travel retailing?
As travelers shift from purchasing isolated transactions to buying end-to-end experiences, trust depends on delivery. Decius Valmorbida stated that brands secure loyalty by consistently meeting their published promises during critical moments of truth throughout the journey.
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