Amadeus expands its hospitality portfolio with two major innovations: a full-stack AI commerce solution for hotels and Amadeus Max, an AI assistant layer driving cross-product workflows.
“AI is reshaping how travellers 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,” says Francisco Pérez-Lozao Rüter, president, Hospitality, Amadeus.
Orchestrating agentic commerce
In collaboration with Google and other industry leaders, Amadeus is co-developing the Universal Commerce Protocol (UCP) for Lodging, which seeks to establish a common framework for AI-driven commerce.
The company is also launching an AI commerce solution to improve the discoverability of hotels in AI assistant channels. The solution aims to enable fully embedded, end-to-end booking experiences within conversational flows.
Additionally,Amadeus unveils Amadeus Max, an AI‑assistant layer designed to enable intelligent, cross‑product workflows across the Amadeus hospitality portfolio. It helps accelerate decision-making, simplifies processes, and drives business performance.
Its features include:
- Amadeus Max for Advisor enables hotel professionals to ask questions in natural language and instantly access insights from travel intelligence.
- Amadeus Max for the Amadeus Travel Advertising Platform combines prescriptive intelligence and travel demand insights to optimise campaign orchestration spend across channels.
- Amadeus Delphi leverages agentic automation directly into the sales workflow, and Amadeus MeetingBroker enables hotels to automatically assess group and event RFPs by analysing request details, scoring opportunities based on likelihood to win
