Amadeus has unveiled two major expansions of its AI strategy for the hospitality sector: a full-stack AI commerce solution designed to help hotels capture demand in AI-powered channels and Amadeus Max, an AI assistant layer supporting cross-product workflows across the Amadeus hospitality portfolio.
The AI commerce solution connects hotel distribution across AI assistant channels and hotel-owned touchpoints. It leverages existing Amadeus products, including the Amadeus Central Reservation System, Amadeus iHotelier and the company’s Global Distribution System platform. The solution enables end-to-end booking experiences within conversational flows and extends beyond room bookings to destination activities, group business and meetings and events through Amadeus Delphi and Amadeus MeetingBroker.
Amadeus is also working with Google and other industry partners to co-develop the Universal Commerce Protocol for Lodging, a common framework for AI-driven commerce.
A new tool within the solution, Performance Manager – AI Search, helps hotels structure content for AI-generated search results. Early pilots show 44.7% of AI-driven visitors reaching the booking engine, compared with 25.9% from organic search. An AI Booking Assistant embedded within Website Solutions and the iHotelier Booking Engine is targeted for general availability by year-end.
Amadeus Max, rolling out across the portfolio, allows hotel professionals to interact with Amadeus tools using natural language. Amadeus Max for Advisors provides access to insights from Amadeus Demand360, Agency360, and RevenueStrategy360 and is being integrated into Microsoft Teams and launched on mobile. Amadeus Max for the Amadeus Travel Advertising Platform optimizes campaign spend across channels. Within Amadeus Delphi and Amadeus MeetingBroker, Amadeus Max will automate sales workflows and assess group and event RFPs.
“AI is reshaping how travelers discover, shop, book and experience hotels across every channel, from AI assistants and search platforms to hotel-owned touchpoints,” said Francisco Pérez-Lozao Rüter, president of hospitality, Amadeus. “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.”