Access Hospitality has unveiled a booking engine designed to combine a fully embedded user experience with autonomous, agent-based AI. The Loughborough, UK-based parent company of SHR, Guestline and STAAH defines the new product segment as Agentic Hospitality, a model where guest-facing technology doesn’t just present options, but proactively supports decisions and drives outcomes.
Delivered through SHR’s Embedded Booking Engine, the new platform sits natively within a hotel’s own website and eliminates redirects and reloads while also integrating with the hotel’s CRS and CRM systems, according to the company.
“This launch marks the end of booking as a static transaction,” Andrew McGregor, VP, accommodation at Access Hospitality, said in a statement. “With the Interactive AI Booking Engine, we’re stepping into a new era where the system doesn’t wait for perfect input; it listens, interprets, and acts. It’s a fully integrated intelligence layer that understands guest context, applies dynamic logic and completes bookings in real time. We’ve given hotels a way to move beyond static funnels and into dynamic, conversation-driven engagement that adapts to the guest with every step.”
The new Interactive AI Booking Engine is designed to replace traditional booking flows with a system that listens, reasons and responds. It intuitively guides guests through every step of their journey, delivering the right information at the right time to support confident decision-making, according to the company.
At the core of the system is a new generation of agentic AI technology developed by SHR. The company noted that the coordinated set of specialized agents work together to optimize and personalize the booking journey in real time. Each agent is designed to handle a specific function within the guest experience, retrieving relevant information based on user profile and context, analyzing behavior, tailoring responses and generating dynamic recommendations. The result is an intelligent, adaptive engine that transforms complexity into clarity, continuously aligning the experience while lining up with the hotel’s commercial priorities, according to the company.