Adriana Lee

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.

Hotels have chased non-room revenue for years without consolidating the fragmented tech underneath. This acquisition puts one shopping cart and one shared data foundation ahead of any new feature.

AI agents can already help travelers dream up trips. Booking them is harder. Travelport is betting that cleaner access to flights, hotels, and extras will keep travel sellers from looking elsewhere.

Aven, the former Sabre hospitality business, is taking direct aim at a core hotel tech problem: how much legacy infrastructure can still support modern direct booking. Its new booking engine shows what a cleaner rebuild could look like.

Hotel teams already have too many dashboards. Ernest has to prove it can simplify commercial work, not become one more place to check.

Apple's rebuilt Siri is not booking trips. But it is getting better at understanding the messy context around them.

We heard from more than two dozen of travel's most important tech leaders — the people actually deploying AI solutions every day. Here's what the industry still needs to get right.

AI can't sell what hotel systems can't see. Until room-level data, guest behavior, and service pricing live in one connected system, the industry's AI gains will stay stuck on the cost efficiency side of the ledger.

If your AI investment is being justified internally as labor savings, this session argued you're underselling the revenue case and overselling what's possible.

Priceline is turning Penny from a single chatbot into an interface for a squad of agents. It's the latest platform turning to multi-agent architecture for travel.