Amadeus unveils major expansion of AI strategy in hospitality sector | News

AI-driven conversations are becoming a primary interface for inspiration, bookings and service in the hospitality industry.

As traveler journeys increasingly begin in these environments, hotels must remain visible, in control and able to convert demand – all without adding operational complexity.

Amadeus is uniquely positioned to orchestrate the AI-enabled travel ecosystem and accelerates this transformation towards AI-powered commerce and intelligence, in a neutral and embedded manner.

By helping hoteliers leverage demand in emerging AI channels, Amadeus empowers teams with an integrated, results-driven portfolio.

Orchestrating agentic commerce across any channel

Amadeus is taking a major step toward orchestrating agentic commerce in the hospitality industry, connecting travel across both AI assistant channels and hotel touchpoints.

The goal is to help hoteliers generate demand, stay discoverable and deliver personalized guest experiences, while maintaining full control over merchandising, pricing and transactions.

Amadeus is working with Google and other industry leaders as a foundational partner to co-develop the Universal Commerce Protocol (UCP) for lodging, which aims to create a common framework for AI-driven commerce.

In addition to these industry efforts, Amadeus is launching an AI commerce solution to help hotels join AI-powered travel markets, increase loyalty, differentiate from competitors and simplify payment flow.

At its core, the solution will provide agentic capabilities that amplify hotels’ presence in AI assistance channels, enabling fully embedded, end-to-end booking experiences within conversation flows.

Advanced retail capabilities

The AI ​​commerce solution leverages the capabilities of our portfolio, including the Amadeus Central Reservation System (ACRS), Amadeus iHotelier and Amadeus distribution platform capabilities (GDS), and is available to hotel customers using any of these.

The solution provides an accurate, scalable and reliable platform to support enterprise-level distribution in this new environment.

At the same time, Amadeus is helping hotels play a bigger role in the travel journey, moving beyond room bookings to more personalized experiences, including destination activities and, in the future, expanding into group business and meetings and events – such as meeting rooms and event spaces through Amadeus Delphi and Amadeus MeetingBroker – and other travel services such as transportation and insurance.

As visibility in AI search becomes critical, Amadeus introduces Performance Manager – AI Search, which allows hotels to structure content to improve discoverability in AI-generated results and lay the foundation for comprehensive Generative Engine Optimization (GEO).

Portfolio-wide intelligence with Amadeus Max

Amadeus is also introducing Amadeus Max, an AI assistant layer that enables intelligent, cross-product workflows across the Amadeus hospitality portfolio.

Designed to help hotel professionals interact naturally with existing solutions, it provides access to contextual insights and supports agentic workflows to perform approved actions across multiple products.

By integrating intelligence into daily operations, Amadeus Max accelerates decision-making, simplifies processes and improves business performance:

• Already live, Amadeus Max for advisor enables hotel professionals to ask questions in natural language and instantly access insights from travel intelligence tools such as Amadeus Demand360, Agency360 and RevenueStrategy360. The tool is currently being integrated into Microsoft Teams and is launching on mobile, giving users access to insights and support anywhere.
• Amadeus Max for Amadeus Travel Advertising Platform combines prescriptive intelligence and travel demand insights to dynamically optimize campaign orchestration spend across channels, enabling better return on investment while maintaining full control.
• Amadeus Max will bring advanced AI capabilities to the heart of the hotel sales and events lifecycle. In Amadeus Delphiit will introduce agentic automation directly into the sales workflow, acting as a digital assistant designed to understand requests and perform key tasks end-to-end. In Amadeus Meeting BrokerWith Amadeus Max, hotels can automatically review RFPs for groups and events by analyzing request details, scoring opportunities based on likelihood to win, generating optimized proposal responses, and monitoring real-time availability.

“AI is transforming the way travelers discover, shop, book and experience hotels across every channel, from AI assistants and search platforms to hotel-owned touchpoints.

“At Amadeus, we act as a system of record and the embedded execution layer for the industry, helping orchestrate AI across the travel ecosystem in an integrated and scalable way.

“For hoteliers, we focus on helping them stay visible, competitive and in control. Our technology simplifies operations for hotel professionals through intelligent, performance-driven tools that help teams work faster, make better decisions and deliver more personalized guest experiences,” said Francisco Pérez-Lozao Rüter, president, Hospitality, Amadeus.