Amadeus unveils major expansion of AI strategy across hospitality sector

Originally published on Amadeus Insights

AI-driven conversations are becoming a primary interface for inspiration, booking, and service in the hospitality space. As traveler journeys increasingly start 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 is accelerating this transformation to AI-driven commerce and intelligence, in a neutral and embedded way. By helping hoteliers capture demand in emerging AI channels, Amadeus is empowering teams with an integrated, outcome-driven portfolio.

Orchestrating agentic commerce across every channel

Amadeus is taking a major step toward orchestrating agentic commerce in hospitality, connecting journeys across both AI assistant channels and hotel-owned touchpoints. The goal is to help hoteliers generate demand, remain discoverable, and deliver personalized guest experiences, while retaining 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 seeks to establish a common framework for AI-driven commerce.

Alongside this industry effort, Amadeus is launching an AI commerce solution to help hotels join AI-powered travel marketplaces, boost loyalty, stand out from competitors, and simplify the payments flow.

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

Advanced retailing opportunities

The AI commerce solution leverages the capabilities of our portfolio, including 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-grade 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 future, extending to group business and meetings & events – such as meeting rooms and event spaces through Amadeus Delphi® and Amadeus MeetingBroker® – and other travel services like transport and insurance.

As visibility in AI search becomes critical, Amadeus is introducing Performance Manager – AI Search helping hotels structure content to improve discoverability in AI-generated results and laying the foundation for a comprehensive Generative Engine Optimization (GEO). Early pilots show highly qualified traffic, with 44.7% of AI-driven visitors reaching the booking engine (vs. 25.9% from organic).

At the same time, hotels can strengthen conversion on their own channels with the new AI Booking Assistant embedded within Website Solutions and the iHotelier Booking Engine, which brings conversational experiences helping guests find what they need faster and complete bookings more easily. General availability of this feature is currently targeted for end of the year.

Portfolio-wide intelligence with Amadeus Max

Amadeus is also rolling out Amadeus Max, an AI‑assistant layer enabling intelligent, cross‑product workflows across the Amadeus hospitality portfolio. Designed to help hotel professionals interact naturally with existing solutions, it accesses contextual insights and will support agentic workflows to execute approved actions across multiple products.

By embedding intelligence into day-to-day operations, Amadeus Max™ accelerates decision-making, simplifies processes, and drives 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 being launched on mobile, enabling users to access insights and support wherever they work.

• Amadeus Max for Amadeus Travel Advertising Platform™ combines prescriptive intelligence and travel demand insights to dynamically optimize campaign orchestration spend across channels, enabling improved return on investment while maintaining full control.

• Amadeus Max will bring advanced AI capabilities into the heart of the hotel sales and events lifecycle. In Amadeus Delphi®, it will introduce agentic automation directly into the sales workflow, acting as a digital assistant designed to understand requests and execute key tasks end-to-end. In Amadeus MeetingBroker®, Amadeus Max will enable hotels to automatically assess group and event RFPs by analyzing request details, scoring opportunities based on likelihood to win, generating optimized proposal responses, and checking real-time availability.

“AI is reshaping how 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 in an integrated and scalable way across the travel ecosystem. 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,” says Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus.