Amadeus in recent years has broadened its outlook and offerings to become a diversified technology company that goes far beyond its global distribution system founding. The man behind much of that transition is Amadeus president and CEO Luis Maroto, who started with the company in 2000 and has been leading it since 2011.
Today, the company reports air distribution revenue (which for the first nine months of 2025 accounted for just less than half of total revenue), air IT solutions revenue, and hospitality and other solutions revenue. But Amadeus is still the global GDS market share leader, though Sabre is more dominant in the United States. The company also has increased its use of AI as the technology continues to expand and transform nearly every sector of the travel ecosystem.
"Amadeus can build solutions for the travel industry that others cannot easily replicate," Maroto said during a third-quarter earnings call. "Our technology is natively integrated into travel players covering critical end-to-end flows and managing vast amounts of extensive data in travel. We have identified over 500 potential use cases whereby applying generative AI, we can bring value to our vast customer base through the announcements of our products or the creation of new ones as well for internal efficiencies."
In the past 24 months, Amadeus has acquired electronic invoice and payment solution provider Voxel and airport, airline and border control biometrics solutions provide Vision-Box. It has added a chatbot to its Agency360 Plus data tool as well as added group bookings platform Hubli and carbon specialist Squake tools to its Cytric online booking tool. It has partnered with Google Cloud for greater efficiencies and launched a global partner program for travel management companies. Airlines have started to adopt Amadeus' Nevio offer-and-order technology as their "modern retailing solution" and move away from traditional EDIFACT GDS content. And all the while the company continues to sign new airlines for New Distribution Technology distribution.
Still, competitors have also played a role in setting Amadeus apart from other GDS and travel technology providers. Some industry experts had wondered what was going on at Travelport, a private company that does not report quarterly earnings, but which owns the Deem booking tool. The company had been relatively quiet this year, noting mostly NDC deals, until its early December announcement with United Airlines of a joint effort to develop new capabilities for the Travelport Plus platform and for Deem.
As for Sabre, nearly a year ago it sold off its GetThere OBT to Serko as "part of a new collaboration" between the two companies and also sold its Hospitality Solutions business to pay down debt. But Sabre reported a 1 percent decline year over year in air bookings during its second-quarter earnings call, and saw its stock lose about 40 percent of its market value at that time.
Amadeus, however, has kept chugging along through it all, gaining revenue quarter after quarter in each of its sectors. For 2025 through Sept. 30, the company reported nearly €1.1 billion in profit, a 10 percent increase year over year. On the other hand, Sabre's distribution revenue accounted for 80 percent of total revenue through Sept. 30, and profit for the first nine months of the year was nearly $628 million, which admittedly was a significant improvement over a $204.1 million loss a year prior. Amadeus' net debt was €2.2 billion as of Sept. 30; Sabre's was nearly $3.7 billion.