Amadeus’ New AI Tools Are Part of a Bigger Hotel Booking Plan — Exclusive
Photo Credit: An Amadeus office in Bad Homburg, Germany. Adobe Stock / Peter Brauers
Skift Take
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.
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-
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