Amadeus believes its global distribution system gives it the opportunity to become the ultimate dynamic packaging technology supplier.

The GDS system already includes flights, hotels, car hire and tour operators’ content.

Vice-president of marketing Ian Wheeler said the technology company was looking at improving the quality of the search process to turn it into a pure piece of dynamic packaging technology.

Amadeus has recently purchased German technology company TravelTainment and plans to incorporate its technology into the GDS.

Wheeler said TravelTainment has “a more advanced intuitive search response” than is currently available in the UK market.