Ascott is investing in AI-focused infrastructure as part of a shift towards agent-led travel planning and booking. The company is working with Accenture, Amadeus and EHL Hospitality Business School to develop its digital systems, distribution model and workforce capabilities.
The move builds on existing AI applications within Ascott’s operations. Since 2023, its digital concierge Cubby has handled more than 900,000 guest enquiries, managing routine interactions and supporting bookings. The company has also applied AI across marketing, pricing, sales and customer engagement, while adapting workflows such as lead conversion and content creation.
The collaboration with Accenture will focus on developing a digital framework to support AI-enabled travel systems. This includes integration across reservation, property management, customer relationship and loyalty platforms, alongside testing applications based on large language models and unified commerce systems. The aim is to support automated interactions as these become more common in travel planning.
Ascott is also implementing the Amadeus Central Reservations System, which allows inventory to be structured beyond fixed room types. This approach is designed to improve how accommodation options are presented and matched to user preferences, particularly in AI-driven search environments.
Alongside technology development, the company is working with EHL to train staff through its Global Brand Academy. The programme focuses on building internal capabilities to support AI adoption while maintaining service standards across its portfolio.
“Agentic commerce represents the biggest shift in commerce in the last 20 years. In travel specifically, we see this shift taking place across the entire end to end journey; from inspiration and planning to booking and loyalty. With Ascott, we are collaborating to build that foundation, positioning Cubby to move from travel companion to booking agent,” said Emily Weiss, senior managing director and global travel industry lead, Accenture.
Kevin Goh, CEO, Ascott, shared: “Distribution shifts, labour pressures and rising guest expectations are reshaping hospitality. While AI is already helping Ascott make meaningful strides across commercial and operational functions, the bigger opportunity lies in what comes next. Instead of waiting to see how agentic AI plays out in travel, we are building the infrastructure to shape how it does.
“AI can power our operations, but only our people can exercise the judgement that turns a stay into a memory. That balance will guide how we continue to invest and operate.”
