The Ascott Limited (Ascott), the wholly owned lodging business unit of CapitaLand Investment (CLI), today announced a decisive push into AI-ready infrastructure to position itself at the forefront of agentic commerce, as intelligent agents increasingly take over how travellers plan and book their stays. Three strategic collaborations with Accenture, Amadeus and EHL Hospitality Business School will advance this AI-ready transformation across digital architecture, distribution and people capabilities. As one of the global hospitality companies frontrunning to invest in agentic AI, Ascott seeks to accumulate data, operating experience and process efficiencies that would compound over time.
Ascott is building the technology infrastructure and people capabilities to lead in agentic commerce. Pictured at the Ascott Global Conference 2026 panel “Man versus Machine: When AI Agents Become the First Audience, How Will Ascott Convince Software Before Humans?” are (from left) Tan Bee Leng, Chief Commercial Officer, Ascott; Emily Weiss, Senior Managing Director and Global Travel Industry Lead, Accenture; Kevin Goh, Chief Executive Officer, Ascott; Professor David Bardolet, Associate Dean, APAC and Professor of Strategy, EHL; and Paul Wilson, Vice President, Hospitality, Asia Pacific, Amadeus.
Mr Kevin Goh, Chief Executive Officer, Ascott, said: “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. With more than 1,000 properties across 14 brands in over 230 cities, the opportunity before us is significant. The work we are announcing today covers how our workflows are redesigned, how our inventory reaches guests and how our people are equipped to deliver. 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.”
Ms Tan Bee Leng, Chief Commercial Officer, Ascott, said: “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. That requires smarter recommendations, more precise inventory matching and loyalty experiences that recognise our Ascott Star Rewards members at every touchpoint, whether they are searching on their own or through an agent. Our work with Accenture and Amadeus is building exactly that foundation. But technology alone cannot deliver the heartfelt experiences that define an Ascott stay. Our collaboration with EHL is about keeping our people as the human advantage, bringing warmth and genuine care that no AI can fully replicate.”
Ascott’s move into agentic commerce is grounded in AI capabilities already delivering impact. Since the launch of Cubby in 2023, the digital concierge has supported more than 900,000 guest enquiries, autonomously handling most routine interactions and contributing to booking outcomes. Beyond guest engagement, Ascott has continually invested in AI-enabled capabilities across marketing, revenue management, loyalty and sales. The company has identified and even redesigned cross-functional workflows supported by AI — such as sales enablement and prospecting, pricing and discounting, lead-to-deal conversion, and marketing content creation.
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