Amadeus is set to introduce its new AI-powered tool, "Amadeus Max for Travel Sellers," across the Gulf region, aiming to enhance operational efficiency for travel agents. Integrated within the Amadeus Selling Platform Connect, this tool assists agents by simplifying complex airline fare rules, interpreting Passenger Name Record (PNR) histories, and streamlining Smart Flow creation.

The launch comes as travel agencies in the Gulf Cooperation Council (GCC) seek technologies to reduce operational complexity and focus on customer engagement. Ernesto Sánchez Beaumont, Managing Director of Amadeus Gulf, stated, “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.”

Amadeus Max is expected to accelerate booking tasks, reduce errors, and improve service consistency by providing instant guidance within the workflow. This integration aims to create a more intuitive environment for agents handling sophisticated traveller requests and airline policies.

Amadeus has previously introduced AI-enabled capabilities in corporate travel booking and hotel business intelligence, leveraging Microsoft Azure OpenAI technologies. The company believes AI will play a crucial role in shaping the future of travel retailing in the Gulf, reinforcing its platform to provide next-generation intelligent travel services.

The rollout of Amadeus Max further supports Amadeus' strategy of integrating AI capabilities into travel distribution and servicing platforms, addressing the evolving needs of travel agencies, airlines, and travellers in the rapidly growing GCC market.

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