Singapore-based lodging company Ascott Limited has announced three strategic collaborations — with Accenture, Amadeus, and EHL Hospitality Business School — aimed at advancing what it describes as an “AI-ready transformation” across digital architecture, distribution, and people capabilities.
Ascott, which is owned CapitaLand Investment, said the move is intended to position itself at the forefront of agentic commerce as intelligent agents increasingly take over how travellers plan and book their stays, said the company.
The announcement cited Cubby, a digital concierge launched in 2023, as evidence of AI capabilities already in use. Since launch, Cubby has supported more than 900,000 guest enquiries, with the company saying it autonomously handles most routine interactions and contributes to booking outcomes.
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Ascott said it has also invested in AI-enabled capabilities across marketing, revenue management, loyalty, and sales.
“Distribution shifts, labour pressures and rising guest expectations are reshaping hospitality,” said Kevin Goh, Chief Executive Officer, Ascott.
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“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.”
The collaboration with Accenture will focus on designing foundational architecture for what Ascott describes as a next-generation AI-enabled travel ecosystem, with responsible AI practices and data privacy built into the design.
“In an agent-led travel ecosystem, Ascott properties will have to be visible where the real decisions are made — inside algorithms. Brand and property information must become machine-readable and optimised for generative engines,” said Tan Bee Leng, Chief Commercial Officer, Ascott.