Amadeus expands AI strategy for hospitality sector

Amadeus IT Group has announced a significant expansion of its artificial intelligence (AI) strategy in the travel sector, with a specific focus on the hospitality industry. The company is launching two key innovations: a full-stack AI commerce solution designed to help hotels drive discovery and capture demand in emerging AI-powered channels, and Amadeus Max, an AI assistant layer aimed at enhancing cross-product workflows.

AI-driven conversations are increasingly becoming a primary interface for inspiration, booking, and service within the hospitality space. As traveler journeys increasingly begin in these environments, hotels need to remain visible and in control without adding operational complexity. Amadeus is positioning itself to orchestrate this transformation toward AI-driven commerce and intelligence.

The company is also a foundational partner in the Universal Commerce Protocol (UCP) for Lodging initiative, working alongside Google and other industry leaders. Alongside this, Amadeus is launching its AI commerce solution to assist hotels in integrating with AI-powered travel marketplaces, boosting loyalty, and simplifying payment flows. The solution provides "agentic" capabilities, enabling fully embedded, end-to-end booking experiences within conversational flows.

Furthermore, Amadeus is introducing the Performance Manager – AI Search tool to help hotels structure their content for improved discoverability in AI-generated results. The company is also integrating the Amadeus Max AI assistant across its portfolio, enhancing hotel professionals' ability to access insights and automate tasks.