What is agentic commerce and why is Ascott investing heavily in it?

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Agentic Commerce and Ascott's Strategic Investment

Agentic commerce represents a fundamental shift in how travellers plan and book their accommodations, driven by the increasing role of intelligent AI agents in these processes. The Ascott Limited is making substantial investments in AI-ready infrastructure to position itself at the forefront of this evolving landscape. This strategic initiative involves significant collaborations with industry leaders such as Accenture, Amadeus, and EHL Hospitality Business School, aiming to build a robust foundation for AI-driven travel experiences. Ascott's commitment stems from the recognition that AI agents will increasingly become the primary interface for travel planning, necessitating a proactive approach to adapt and lead within the industry.
The Evolving Role of AI in Travel Planning

The core concept of agentic commerce is that AI agents will perform an increasingly active role in travel planning and booking on behalf of consumers. Instead of travellers directly interacting with booking platforms, AI agents will evaluate options, make recommendations, and execute bookings based on user preferences and historical data. Ascott's investment is driven by the understanding that for properties to be visible and chosen in this new paradigm, their information must be machine-readable and optimised for these AI algorithms. This requires a move beyond traditional search engine optimisation to a focus on how AI systems perceive and process property attributes and availability.
Ascott's Strategic Collaborations and Infrastructure Development

Ascott's push into agentic commerce is underpinned by strategic partnerships designed to build the necessary capabilities across digital architecture, distribution, and workforce development. The collaboration with Accenture focuses on designing the foundational architecture for an AI-enabled travel ecosystem, incorporating responsible AI practices and data privacy from the outset. This collaboration aims to evolve Ascott's AI-powered digital concierge, Cubby, from a conversational assistant to a proactive booking agent capable of orchestrating travel plans. Furthermore, the partnership with Amadeus involves implementing the Amadeus Central Reservations System (ACRS), which will enable attribute-based shopping, allowing AI agents to better evaluate and match accommodation options based on detailed property characteristics rather than just room types.
Leveraging Existing AI Capabilities and Future Vision

Ascott's current investments in AI are already yielding tangible results, demonstrating the company's readiness for further expansion into agentic commerce. The AI-powered digital concierge, Cubby, launched in 2023, has successfully handled over 900,000 guest inquiries, autonomously managing routine interactions and contributing to booking outcomes. Beyond guest-facing applications, Ascott has integrated AI into various operational functions, including marketing, revenue management, loyalty programs, and sales, redesigning workflows for greater efficiency in areas like sales enablement, pricing, and content creation. This existing AI proficiency provides a strong base for Ascott's vision of agentic commerce, where Cubby will anticipate guest needs and act on them, moving beyond simple responses to proactive travel orchestration.
Equipping the Workforce for AI Transformation

Recognising that technology alone cannot deliver exceptional guest experiences, Ascott is also investing in its human capital through a collaboration with EHL Hospitality Business School. This partnership focuses on developing training programs to equip Ascott's workforce with the skills and confidence needed to embrace AI transformation. The objective is to foster a workforce that can leverage AI to enhance operational efficiency and focus on high-value guest engagements, ensuring that the human touch remains central to the Ascott experience. By building internal certified trainers, Ascott aims to embed AI literacy and a forward-thinking mindset across its diverse portfolio of brands and properties.

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What is agentic commerce and why is Ascott investing heavily in it?

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