Amadeus sees agentic AI as an expansion, not a threat
How agent-driven platforms could redefine the travel-tech middleman
Amadeus CEO Luis Maroto argues that the rise of agentic AI should reinforce the company’s role as a content and commerce aggregator, rather than erode it.
Key takeaways
- AI platforms won’t be merchants: Maroto contends that while AI agents will surf travel content, they are unlikely to assume direct selling or content-aggregation roles because pricing, servicing and logistics are too complex
- Amadeus as the middle layer: The company sees itself continuing to sit between suppliers (airlines, hotels) and tech platforms, providing infrastructure, integrations and data to power AI-driven interfaces.
- Agentic AI = opportunity not threat: Rather than displacing Amadeus, the spread of AI agents could increase demand for real-time pricing, packaging, dynamic offers and rich content – all services Amadeus is built to deliver.
- Content aggregation remains key: In the age of AI agents, structured, high-quality content and real-time updates become more valuable, reinforcing the aggregator layer rather than making it redundant.
- Complexity keeps the value chain intact: From servicing travellers to handling cancellations, extras and dynamic bundles, the “back-office” complexity means pure AI agents will need existing tech enablers like Amadeus to function.
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