Amadeus Expands AI Strategy in Hospitality with New Solutions
Amadeus announced two major innovations in hospitality: a full-stack AI commerce solution to help hotels capture demand in AI-powered channels, and Amadeus Max, an AI assistant layer for cross-product workflows. Amadeus is also working with Google on the Universal Commerce Protocol (UCP) and introducing Performance Manager for AI search, with early pilots showing 44.7% of AI-driven visitors reaching the booking engine.
Impact and considerations
Amadeus's AI strategy will impact hotel distribution and booking. Business travelers may book via AI assistants, so companies should monitor these changes for travel management.
Key points
- Amadeus launches full-stack AI commerce solution for hotels.
- Amadeus Max is an AI assistant layer for cross-product workflows.
- Collaboration with Google on Universal Commerce Protocol (UCP).
- Early pilots show 44.7% of AI-driven visitors reach booking engine.
- AI Booking Assistant to be integrated into website and booking engine.
Sources and time
- Primary source
- Amadeus IT Group
- Other sources
- 0
- First source publication
- 16 Jun 2026, 08:00
- Page published
- 10 Sept 2026, 00:06
- Last updated
- 16 Jun 2026, 08:00
- Original links
- Amadeus Newsroom：Amadeus unveils major expansion of AI strategy across hospitality sector | Amadeus (opens in a new tab)Primary source · en · Published 16 Jun 2026, 08:00