Amadeus has revealed a significant expansion of its Artificial Intelligence (AI) strategy for the hospitality sector. It is introducing new solutions to help hotels stay visible, competitive, and relevant as AI search engines, digital assistants, and chat platforms quickly change how travellers find, compare, and book accommodations.
TT Bureau
The company announced two key innovations: an AI commerce solution that allows hotels to join emerging AI-based travel marketplaces and booking environments, and Amadeus Max, a new AI assistant that simplifies workflows within the company’s hospitality portfolio.
Preparing hotels for the AI-booking era
The innovations come as AI search engines, digital assistants, and chat platforms quickly change how travellers find, compare, and book accommodations. As booking processes shift from traditional websites to AI-led interactions, hoteliers must ensure their properties are discoverable while still controlling pricing, merchandising, and customer relationships.
Boosting visibility in interactive search
Beyond distribution, Amadeus is enhancing AI capabilities in hotel retailing and guest engagement. New features include an AI Booking Assistant that will be included in hotel websites and booking engines. This assistant enables travellers to search, receive recommendations, and complete reservations through chat interactions.
To improve visibility in AI-generated search results, Amadeus has launched Performance Manager – AI Search. This tool helps hotels optimise content for AI-driven discovery.
Smarter decisions with Amadeus Max
Amadeus Max is an AI assistant designed to support hotel professionals in sales, marketing, revenue management, and operations. This platform allows users to interact with existing Amadeus solutions using natural-language prompts.
Amadeus Max is already live in selected intelligence tools and is being integrated into mobile platforms and Microsoft Teams. Future applications will expand to advertising optimisation, sales automation, and managing meetings and events, helping hotel teams evaluate leads, create proposals, and automate routine tasks.Francisco Pérez-Lozao Rüter, President of Hospitality at Amadeus, said that AI is changing every phase of the traveller journey, from discovery and booking to the guest experience. The company’s goal is to help hoteliers remain visible and competitive while streamlining operations through smart, performance-focused technology.
