Amadeus is preparing to introduce its new Amadeus Max for Travel Sellers across the Gulf region, as the travel technology company expands its use of artificial intelligence to help travel agencies improve efficiency and simplify increasingly complex booking and servicing processes.

Integrated into Amadeus Selling Platform Connect, the AI-powered copilot is designed to assist travel consultants with tasks including interpreting airline fare rules, reviewing Passenger Name Record (PNR) histories and creating Smart Flows.

The technology aims to provide agents with faster access to information and actionable guidance directly within their existing workflows.

The rollout comes as travel agencies across the GCC seek technology that can reduce operational complexity while allowing agents to spend more time on customer engagement and higher-value traveller services.

Amadeus said the initiative forms part of its wider investment in artificial intelligence and next-generation digital infrastructure.

The company has already introduced AI-enabled capabilities across areas including corporate travel booking, hotel business intelligence and operational management platforms, using Microsoft Azure OpenAI technologies.

These initiatives are focused on increasing automation, strengthening operational resilience and reducing the burden of repetitive manual tasks.

Amadeus Max for Travel Sellers is expected to help agencies accelerate booking-related processes, reduce errors and improve service consistency.

By providing instant guidance on fare rules and PNR histories, the tool is designed to reduce the time agents spend on tasks that traditionally require extensive training or manual intervention.

The integration of AI directly into Amadeus Selling Platform Connect is also intended to create a more intuitive servicing environment for agents dealing with sophisticated traveller requests and increasingly complex airline policies.

Amadeus said this could translate into faster processing of complex bookings, lower error rates and quicker onboarding of new agents.

Ernesto Sánchez Beaumont, Managing Director, Amadeus Gulf, said: “Travel agents today are operating in an increasingly dynamic and information-intensive environment where speed, precision, and customer experience are more important than ever. The introduction of Amadeus Max for Travel Sellers reflects our commitment to equipping the travel trade with intelligent tools that simplify complexity, improve productivity, and allow agents to focus on delivering more meaningful traveller experiences. We believe AI will play an important role in shaping the future of travel retailing across the Gulf region.”  -TradeArabia News Service