AI-driven conversations are becoming a primary interface for inspiration, booking, and service in the hospitality space. As traveler journeys increasingly start in these environments, hotels must remain visible, in control, and able to convert demand – all without adding operational complexity. Amadeus is uniquely positioned to orchestrate the AI-enabled travel ecosystem and is accelerating this transformation to AI-driven commerce and intelligence, in a neutral and embedded way. By helping hoteliers capture demand in emerging AI channels, Amadeus is empowering teams with an integrated, outcome-driven portfolio.