Speaking to TTG, Champa Magesh, managing director at Amadeus UK and Ireland, said that the overall message she wanted to send out to delegates was “passion”, as the technology giant unveiled its Sell Connect, cytric and Amadeus B2B Wallet.

“Our main message is passion. What all successful businesses have in common is passion. Our job is to enable that passion,” she said.

Magesh said the cloud-based Sell Connect tool included, for the first time, a graphical use interface to allow agents a point-and-click, and consumer-like, experience. She added this was crucial for those agencies that were looking to bring in new talent to sell holidays who are service-orientated. As a result there was less time needed to train those staff. However, she added the new tool could also switch between the “green screen” or cryptic console.

Meanwhile, travel expense management tool cytric was unveiled at the show. “It is built independently to Amadeus,” she said, “ and so can be used with any GDS.”

And the Amadeus B2B wallet was designed to drive efficiencies for its agent partners, offering three models – credit, debit and pre-paid – of cashflow.

The launches come as Amadeus received an accolade from the European Union, which has recognised the company as one of the top investors in research and development in travel technology.