Travel technology company Amadeus has launched a new tool for travel agents which has been designed to match a traveller’s natural thought process. The shopping tool is named Extreme Search and aims to grab consumers during the planning and research phase of a holiday. It generates real-time availability and rates for travellers who may be searching the holiday through criteria such as budget or activity. “Extreme Search is the natural evolution of today’s consumer practices, overthrowing established search methods based on destinations and dates. As important, it is an opportunity for the online travel agency to differentiate itself from the traditional “book it” button which is visible on every website today,” said Stephane Durand, director online and leisure at Amadeus. “Travel sellers are able to capture the traveller’s attention early in the search process due to the unique search experience, by inspiring and engaging them into a booking, thereby growing their share of the leisure market and ultimately increase conversion and customer loyalty”. Amadeus said the system is integrated in the booking flow allowing for a same-website purchase. The tool is currently focused on flight search but will include rail operators and low-cost carriers in the future. The technology company is to publish the results of a study later this year looking into the needs of the next generation traveller.