Amadeus, the Madrid-based travel technology giant, is deepening its push into artificial intelligence for the hospitality sector with two new product launches: an AI commerce solution and an AI assistant layer called Amadeus Max. The offerings are designed to help hotels capture demand in emerging AI-driven booking channels while simplifying day-to-day operations for property staff.
AI Commerce Solution Targets New Distribution Channels
The AI commerce solution enables hotels to participate in AI-powered travel marketplaces, where travelers increasingly discover and book accommodations through conversational interfaces. By integrating with Amadeus' existing Central Reservation System and iHotelier, the solution allows guests to complete bookings within natural-language flows—whether via voice assistants, chatbots, or AI search engines. Early pilot results indicate a significant increase in qualified traffic for participating properties, according to the company.
Francisco Pérez-Lozao Rüter, President of Hospitality at Amadeus, said: "AI is reshaping how travellers discover, shop, book, and experience hotels across every channel. Our technology simplifies operations for hotel professionals through intelligent, performance-driven tools."
The solution also aims to boost guest loyalty by streamlining payment processes within these new channels, reducing friction in the booking journey. Amadeus is collaborating with Google on the Universal Commerce Protocol for Lodging, a common framework designed to standardize AI-driven commerce across the industry.
Amadeus Max Brings Natural-Language Workflows to Hotel Operations
The second innovation, Amadeus Max, functions as an AI assistant layer that sits across the company's hospitality product suite. Hotel professionals can interact with existing systems using natural language, accessing insights and executing actions without navigating multiple interfaces. Features already live include Amadeus Max for Adviser, which provides instant access to travel intelligence tools, and Amadeus Max for the Amadeus Travel Advertising Platform, which optimizes campaign spend across channels.
These tools are part of a broader strategy to orchestrate AI-enabled travel ecosystems, ensuring hotels remain competitive as distribution and operational models evolve. The launch comes as the hospitality industry grapples with rising costs and labor shortages, making automation and intelligent workflow tools increasingly attractive.
For context, Access Hospitality debuted a similar AI layer at HITEC 2026, underscoring the sector's rapid adoption of artificial intelligence to unify data and streamline operations. Meanwhile, hospitality investors are shifting focus to regional Japan as urban construction costs double, highlighting the need for efficient tech solutions in emerging markets.
Amadeus' move also reflects a broader trend in travel technology, where AI is being embedded into core systems rather than offered as standalone add-ons. The company's existing hospitality clients, including major hotel groups and independent properties, will gain access to these features through their current subscriptions.
Pérez-Lozao Rüter emphasized that the goal is to give hotels control over their operations while leveraging AI to improve guest experiences. "Our technology simplifies operations for hotel professionals through intelligent, performance-driven tools," he said.
As AI continues to reshape how travelers discover and book accommodations, Amadeus' latest offerings position the company to capture a larger share of the hospitality technology market. The success of these tools will depend on adoption rates among hoteliers and the ability to integrate with existing property management systems and distribution channels.
For travel professionals, the implications are clear: AI is no longer a future trend but a present-day tool that can drive efficiency and revenue. Hotels that fail to adapt risk losing visibility in the growing number of AI-powered search and booking platforms.
