Amperity unveils AI tools to personalise airline, hotel stays

Amperity has launched specialised artificial intelligence tools for airlines and hotels that use customer data to trigger personalised interactions with travellers in real time.

The Seattle-based customer data platform provider has introduced Amperity for Hotels and Amperity for Airlines. The products assemble information from multiple systems into unified guest profiles and then apply AI models that support tailored offers and messages across digital and in-person channels.

Amperity said many travel brands still struggle to use data consistently across marketing, digital booking, on-the-day operations and loyalty programmes. The company cited industry estimates that more than half of airlines and hotels hold traveller information in disconnected systems, which restricts their ability to recognise individuals and tailor services at each interaction.

The new tools sit on top of Amperity's Customer Data Cloud, which already serves more than 400 consumer brands across sectors such as retail, financial services and hospitality. The company positions the travel-focused products as pre-configured for airline and hotel use cases rather than generic cross-industry software.

Travellers increasingly expect companies to recognise them when they move between channels such as mobile apps, websites, airport kiosks and call centres. They also react to price and convenience, which has put pressure on airlines and hotels to drive more direct bookings and reduce reliance on third-party intermediaries.

Amperity said its new offerings bring together AI-based identity resolution and live activity data from sources such as websites, mobile apps and booking engines. The system builds continuously updated traveller profiles. These profiles then support real-time decisions on what message or offer to present when a customer browses, books or manages a trip.

"Travellers want more than transactions, they want to be recognized at every touchpoint," said Grigori Melnik, Chief Product Officer, Amperity. "Our industry solutions give brands a flexible way to connect customer data and act on it instantly, turning every upgrade, loyalty moment, and personalized offer into lasting growth."

Unified traveller view

One focus of the new products is the creation of a single view of each traveller. Amperity said its software links records from loyalty schemes, reservations, on-trip spending and service interactions. The system then ties each new booking or interaction back to this history.

Airlines and hotels can use this profile to support consistent treatment of a customer, regardless of channel or staff member. Amperity said this type of recognition underpins trust between travellers and brands and increases the likelihood that customers will opt in to share data.

The company said that in a practical setting this might allow a call centre agent, a mobile app and an airport service desk to draw on the same profile when handling an upgrade request, a missed connection or an elite loyalty member's complaint.

Revenue from 'moments'

The second focus is the use of real-time triggers that react to signals such as upgrade browsing, mobile check-in, booking abandonment or disruption events. Amperity's system can route these signals into marketing or service journeys that present context-specific offers or messages.

Airlines could respond with targeted upgrade pricing or seat selection prompts during the booking flow. Hotels could send offers when a traveller researches location or room type but does not complete a reservation. The same framework could support notifications around delays and cancellations that use a customer's history and status.

Amperity said its AI Assistant sits on top of these journeys. The assistant uses natural language prompts so that marketing and loyalty teams can design and adjust flows without advanced technical skills or dependence on engineering teams.

Customer adoption

Alaska Airlines is among the brands that already work with Amperity on customer data and personalisation programmes.

"Partnering with Amperity helps us unlock data to deepen personalization and become more relevant to our customers. We focus on showing our guests that we truly know them, understand their needs, and anticipate what they'll want next," said Lori Ho, Director of Lifecycle and Growth Marketing, Alaska Airlines.

Amperity said interest in AI-based customer data tools has risen as travel companies rebuild after the pandemic and face new digital competitors. Airlines and hotels seek higher-margin direct sales, but often lack a consistent view of customers who move across channels and brands.

The company operates across North America, Europe and Asia-Pacific with offices in cities including Seattle, New York, London and Melbourne. Its client list in travel already includes Virgin Atlantic and Wyndham Hotels & Resorts alongside Alaska Airlines.

Amperity said it will continue to develop sector-specific versions of its Customer Data Cloud. The company plans further enhancements for travel brands that want systems which react in real time as AI and personalisation shift customer expectations.