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Photo Credit: An Amadeus office in Bad Homburg, Germany. Adobe Stock / Peter Brauers
Amadeus will publicly introduce two hotel AI tools at HITEC, but its bigger play is infrastructure. As AI agents move closer to travel booking, the GDS wants to help define how hotels are found, priced, changed, and paid for.
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Amadeus plans to announce AI Commerce and formally introduce Amadeus Max on Tuesday at HITEC, the hotel industry’s annual technology conference, according to details shared with Skift in advance.
AI Commerce is designed to make hotels bookable through AI-assistant channels, and Amadeus Max, already available to users of the company’s travel intelligence tools, lets hotel staff tap into revenue and demand data by asking questions in plain English.
The planned announcements point to a larger goal: Amadeus is actively working to shape how hotels are found, booked, changed, and paid for by AI agents. It is essentially trying to carry its distribution-infrastructure role into the next layer of hotel commerce.
Peter Waters, Amadeus’ head of hospitality product, said the company is Google’s only B2B technical partner listed on the hospitality roster for the Universal Commerce Protocol, or UCP. The protocol is meant to create a common framework for AI-
Curated by Adriana Lee
Travel Technology Reporter
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Tags: amadeus, artificial intelligence, google, hotel technology, skift exclusive, the prompt
Skift Research unpacks the strategies, innovations, and market forces redefining hospitality, from cloud-based tech stacks to revenue models built for flexibility.
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Skift Research unpacks the strategies, innovations, and market forces redefining hospitality, from cloud-based tech stacks to revenue models built for flexibility.
Amadeus is unveiling a suite of AI-driven tools, including AI Commerce and Amadeus Max, to transform hotel booking and management by integrating with AI-assistant channels and providing data-driven insights for hotel staff. Through collaborations like Google’s Universal Commerce Protocol and innovations such as generative engine optimization, Amadeus seeks to standardize and enhance how hotels are discovered and booked via AI agents. The company’s broader strategy leverages its dominant infrastructure in aviation and hospitality, as well as digital identity technologies, to deliver seamless, cross-industry solutions for travel disruption and demand forecasting.
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