Amadeus announced two expansions of its AI strategy for hospitality on June 16, 2026: a full-stack AI commerce solution designed to capture demand in AI-powered channels, and Amadeus Max, an assistant layer that supports cross-product workflows across the company's hotel portfolio. The rollout gives hoteliers tools to manage bookings inside conversational interfaces and automate sales tasks using natural language.
AI commerce and distribution
The AI commerce solution connects hotel distribution across AI assistant channels and hotel-owned touchpoints, drawing on existing Amadeus products such as the Central Reservation System, iHotelier, and the Global Distribution System. It enables end-to-end booking experiences within conversational flows and extends beyond rooms to destination activities, group business, and meetings and events through Amadeus Delphi and MeetingBroker. Amadeus is also working with Google and other industry partners to co-develop the Universal Commerce Protocol for Lodging, a common framework for AI-driven commerce.
Performance Manager and booking assistant
A new tool inside the solution, Performance Manager - AI Search, helps hotels structure content for AI-generated search results. Early pilots show 44.7% of AI-driven visitors reaching the booking engine, compared with 25.9% from organic search. An AI Booking Assistant embedded within Website Solutions and the iHotelier Booking Engine is targeted for general availability by year-end.
Amadeus Max across the portfolio
Amadeus Max lets hotel professionals interact with Amadeus tools using natural language. Amadeus Max for Advisors provides access to insights from Demand360, Agency360, and RevenueStrategy360 and is being integrated into Microsoft Teams and launched on mobile. For the Amadeus Travel Advertising Platform, Max optimizes campaign spend across channels. Within Delphi and MeetingBroker, it will automate sales workflows and assess group and event RFPs.
"AI is reshaping how travelers discover, shop, book and experience hotels across every channel, from AI assistants and search platforms to hotel-owned touchpoints," said Francisco Pérez-Lozao Rüter, president of hospitality at Amadeus. "At Amadeus, we act as a system of record and the embedded execution layer for the industry, helping orchestrate AI in an integrated and scalable way across the travel ecosystem. For hoteliers, we focus on helping them stay visible, competitive, and in control. Our technology simplifies operations for hotel professionals through intelligent, performance-driven tools that help teams work faster, make better decisions, and deliver more personalized guest experiences."
Why this matters for hospitality and events professionals
For professionals managing hotel operations, group sales, or event bookings, the combination of AI-driven distribution and a natural-language assistant reduces the friction of working across multiple systems. The early conversion data from AI search visitors suggests that structuring content for AI channels can directly lift booking engine traffic, while the integration of Max into tools like Delphi and Teams brings revenue insights and RFP assessment into existing workflows. As AI assistants and search platforms become more common entry points for travelers, these updates give hotels a way to stay visible without adding manual work. The shift is part of a broader move toward AI for Hospitality & Events that prioritizes practical, integrated tools over standalone experiments.
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