Amadeus has unveiled a significant expansion of its artificial intelligence strategy across the hospitality sector, introducing new capabilities designed to help hotels capture demand, improve discoverability and streamline operations as traveller journeys increasingly shift towards AI-driven environments.
The move reflects a broader industry transition towards conversational interfaces as a primary channel for travel inspiration, booking and service. Amadeus aims to position itself as a central orchestrator of this emerging ecosystem, enabling hotels to engage with AI-powered marketplaces while maintaining control over pricing, merchandising and transactions.
Advancing agentic commerce
At the core of the expansion is a new full-stack AI commerce solution that enables hotels to participate directly in AI assistant channels. The platform is designed to support end-to-end booking within conversational flows, allowing hotels to remain visible and competitive as demand shifts դեպի AI-led discovery.
Amadeus is also collaborating with Google and other industry players as a foundational partner in developing the Universal Commerce Protocol (UCP) for lodging, which seeks to establish a common framework for AI-driven commerce.
The solution integrates with existing Amadeus systems, including its Central Reservation System, iHotelier and global distribution capabilities, offering a scalable infrastructure for enterprise-grade distribution. Beyond room bookings, the platform is expected to support broader retailing opportunities, such as destination experiences, meetings and events, and ancillary services including transport and insurance.
Enhancing visibility and conversion
To address the growing importance of AI search, Amadeus has introduced Performance Manager – AI Search, aimed at helping hotels optimise content for AI-generated results. Early pilot results indicate that 44.7% of AI-driven visitors reach the booking engine, compared with 25.9% from organic traffic.
On owned channels, the company is rolling out an AI Booking Assistant embedded within its Website Solutions and iHotelier Booking Engine. The feature, targeted for general availability by year-end, enables conversational booking experiences designed to improve user engagement and conversion.
Embedding intelligence across operations
Alongside its commerce offering, Amadeus is launching Amadeus Max, an AI assistant layer that enables cross-product workflows across its hospitality portfolio. The tool allows hotel professionals to interact with systems using natural language, access contextual insights and execute tasks across multiple platforms.
Existing deployments include Amadeus Max for Advisor, which provides instant access to travel intelligence data, and Amadeus Max for its Travel Advertising Platform, which optimises campaign spend using demand insights. Future integrations will extend into sales and events solutions such as Delphi and MeetingBroker, introducing automation in areas such as proposal generation and request evaluation.
Francisco (Paco) Pérez-Lozao Rüter, president, hospitality at Amadeus, said: “AI is reshaping how travellers discover, shop, book, and experience hotels across every channel."
"For hoteliers, we (Amadeus) focus on helping them stay visible, competitive, and in control. Our technology simplifies operations… helping teams work faster, make better decisions, and deliver more personalised guest experiences.” Francisco (Paco) Pérez-Lozao Rüter
