Amadeus is moving quickly to reshape how hotels engage with travelers as AI-driven conversations become a primary interface for inspiration, shopping, booking, and service.
As more traveler journeys begin inside AI assistants and generative platforms, hotels are under pressure to remain visible, control distribution, and convert demand without adding operational complexity.
Amadeus is positioning itself as an orchestration layer for the emerging AI-enabled travel ecosystem, connecting hotel demand across AI assistant channels and direct, hotel-owned touchpoints. The objective is to help hoteliers stay discoverable, increase conversion, and deliver personalized guest experiences while maintaining control over pricing, merchandising, and transactions.
The company is also working with Google and other industry partners to co-develop the Universal Commerce Protocol (UCP) for Lodging, aiming to establish a shared framework for AI-driven commerce across hospitality.
New AI commerce solution for embedded booking
Alongside this industry initiative, Amadeus is launching a new AI commerce solution designed to help hotels participate in AI-powered travel marketplaces. The solution aims to boost loyalty, differentiate hotel offerings, and streamline payments while embedding booking capabilities directly into conversational AI flows.
At its core, the platform introduces agentic capabilities that enable end-to-end booking experiences within AI assistants, keeping the entire journey inside conversational interfaces.
The solution leverages Amadeus’ wider hospitality portfolio, including ACRS, iHotelier, and its global distribution systems. It is designed for scalability, accuracy, and enterprise-grade reliability across multiple distribution environments.
Amadeus is also expanding hotel retailing beyond rooms, enabling hotels to offer destination experiences, transport, insurance, and—further ahead—group business and events via solutions such as Delphi and MeetingBroker.
Driving AI visibility and conversion
To address the growing importance of AI search visibility, Amadeus is introducing Performance Manager – AI Search, helping hotels structure content for generative engines and improve discoverability in AI-driven results.
Early pilots show strong performance, with 44.7% of AI-driven visitors reaching booking engines, compared with 25.9% from organic traffic.
Hotels will also be able to improve direct channel conversion through a new AI Booking Assistant, embedded in Website Solutions and the iHotelier booking engine, enabling conversational search and faster booking completion.
Portfolio-wide intelligence with Amadeus Max
Amadeus is also rolling out Amadeus Max, an AI assistant layer that enables cross-product intelligence and workflow automation across its hospitality portfolio.
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Amadeus Max for Advisor is already live, allowing users to query travel intelligence tools like Demand360, Agency360, and RevenueStrategy360 using natural language, with integrations into Microsoft Teams and mobile access underway.
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Max for the Travel Advertising Platform optimizes campaign spend using predictive demand intelligence.
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Future capabilities will extend into sales and events, with Delphi enabling automated sales workflows and MeetingBroker using AI to evaluate RFPs, score opportunities, generate proposals, and assess availability in real time.
Amadeus says its role is to act as both a system of record and an embedded execution layer, helping hoteliers stay competitive while simplifying operations through intelligent, performance-driven tools that enhance decision-making and guest personalization.
