How do you transform travel with AI?
Maria Plaza, Head of Amadeus’ AI Office, explains how AI is transforming the travel industry by reshaping business models, streamlining workflows, and improving how travel data is managed across the ecosystem. She also highlights how trusted data, deep platform integration, and responsible AI governance enable AI to move from pilots to real operational impact.
There is no doubt we are experiencing a period of profound transformation across the travel ecosystem thanks to AI. Business models are being reevaluated, workflows reconsidered, and access to data restructured. In this context, I want to outline the role Amadeus is playing in this shift, and how a greater role for AI will reinforce and augment the Amadeus platform.
A trusted system of record built over decades
Travel is complex and there is little margin for error. For almost forty years, Amadeus has served as a trusted system of record in the travel industry.
Across millions of data points a day, from Offers, Orders and PNRs to routes, schedules, fares and availability, we provide the single source of truth that the ecosystem relies on.
This depth, reliability and continuity of travel data is foundational for AI. New assistants and automation tools will depend on accurate, governed information to perform safely and effectively.
This level of access to data and deep expertise ensures AI is deployed meaningfully and responsibly, especially as new AI assistants become potential new channels for travel search, shopping, servicing and disruption management.
New technologies can emerge quickly. Trust cannot.
To ensure consistent, responsible, and transparent AI governance, Amadeus has established a robust framework, which coordinates all related activities. Our Responsible AI framework directs the design and implementation of AI at Amadeus, ensuring compliance with regulatory requirements, industry standards and ethical considerations, so that the broader ecosystem can implement AI with integrity and assurance.
Deep integration that makes AI meaningful, not superficial
Amadeus is not a standalone application or point solution. Our technology is deeply integrated, connecting hundreds of systems, products and workflows that have been built over decades.
This is what turns AI from a helpful interface into something operational: AI that can execute within real travel constraints, end-to-end.
Across our portfolio, AI is already embedded in concrete use cases. From AI-native and AI-powered airline solutions, to improving traveler and agent productivity, to operational tools that turn data into insights.
A clear example is our recent acquisition of SkyLink, an AI-first company specializing in orchestration and conversational automation. SkyLink brings AI agents that can sell and service travel transactions conversationally in a matter of seconds, unlocking tangible gains in speed, automation, productivity and user satisfaction for travelers and employees alike.
Over time, we will be expanding these AI-driven conversational capabilities beyond corporate travel, across airlines, airports and hospitality, and the wider travel ecosystem.
The acquisition thus further underpins Amadeus’ strategy to deploy AI use cases that deliver meaningful value across the travel industry.
Global scale that turns AI into real-world performance
Scale at Amadeus is not just about size. It is about reliability, resilience, insight and operational learning at volume.
We operate at global scale built over decades, processing up to 150,000 transactions per second at peak times, powering millions of searches and bookings every day, and supporting hundreds of petabytes of data and thousands of services across travel verticals and markets worldwide.
This is what allows us to take AI from pilots into production, with measurable outcomes rather than demos.
And we don’t do it alone. Our position is underpinned by strategic partnerships with some of the biggest tech players across the globe.
Over the past few years, Microsoft has supported our move to the cloud and to advance new,AI-enabled travel solutions like the Amadeus Virtual Airport Operations Center. This collaboration remains key to delivering innovative, scalable technology across the travel industry.
Equally, our partnership with Google Cloud strengthens our multicloud strategy with open, secure and reliable technology, including AI‑optimized infrastructure, Vertex AI and Agent AI.
By combining partner innovation with real-world customer workflows across our ecosystem, we can help turn new AI possibilities into end-to-end improvements across the journey.
The future of travel is here, and it’s being reshaped by AI.
But the winners will be those who can connect intelligence to trusted data, real workflows and global operational execution.
That is the role Amadeus is built to play: orchestrating an AI-enabled travel ecosystem in a neutral, secure and responsible way.
With our foundation as a system of record, our deep integration across the industry, and our ability to run at production scale, supported by strong governance through our AI Office and strategic partnerships, we are helping the industry embrace AI with integrity and trust.
That is the role Amadeus is built to play: orchestrating AI for the benefit of the travel industry and making the experience of travel better.
This is a fast evolving technology and we have established a dedicated space to keep readers up to date with the latest AI news coming from Amadeus. Take a look.
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