The Ascott Limited, a wholly owned lodging business unit of CapitaLand Investment, has announced a significant investment in AI-ready infrastructure to lead in agentic commerce. This strategic move involves collaborations with Accenture, Amadeus, and EHL Hospitality Business School to enhance digital architecture, distribution, and workforce capabilities.
Ascott’s collaboration with Accenture aims to transform its chatbot, Cubby, into a personal travel agent capable of planning itineraries and completing bookings. Amadeus will provide a Central Reservations System, allowing Ascott to offer detailed property attributes to guests and AI agents. EHL will focus on training programmes to equip Ascott’s workforce with the necessary skills to maintain brand standards and service philosophy.
Kevin Goh, CEO of Ascott, emphasised the importance of this initiative, stating, “Distribution shifts, labour pressures, and rising guest expectations are reshaping hospitality. AI can power our operations, but only our people can exercise the judgement that turns a stay into a memory.”
The investment is part of Ascott’s broader strategy to improve guest interactions and enhance property discoverability in an AI-led travel environment. With over 1,000 properties across 14 brands in more than 230 cities, Ascott aims to leverage AI to deliver personalised guest experiences and improve operational efficiency. As the company continues to innovate, it anticipates stronger booking values and improved AI visibility, positioning itself as a leader in the evolving travel landscape.
