UrVenue prepares experience inventory for the AI era

MCP launch targeted for Q4 2026

UrVenue plans to evolve its software platform for managing and monetising experience inventory across hospitality and resort destinations. Its scope spans activities, wellness and special events. The move extends the company’s AI strategy to make that inventory more accessible and more adaptable across new discovery and commerce interfaces. According to the company, the shift responds to fast-changing demand and to new ways consumers, platforms and booking content interact. The targeted launch for this next phase is the fourth quarter of 2026.

“AI is fundamentally changing how travel demand is created and captured,” said Cedric Ancellin, Chief AI Scientist and Chief Technology Officer of UrVenue. “Our focus is on ensuring that venue and property level experience inventory is not only bookable, but also discoverable and actionable within the next generation of AI-driven environments.”

Making experiences visible in AI interfaces

The main workstream concerns enablement of the Model Context Protocol (MCP). This layer, which the company says is in advanced development, is intended to make interactions between experience inventory and AI-powered systems more seamless. UrVenue says it has validated AI across several parts of its business over the past 12 months, from product development to operational workflows. With this rollout, the company aims to streamline execution and support more data-driven operations.

The announcement underlines the vendor’s intent to extend its position in experience commerce by leaning on its established products and a client base already present across multiple hospitality segments. The roadmap extends the capabilities of its venue management system and UrResort, its solution for hotels, all-inclusives and integrated resort casinos. UrVenue cites Caesars Entertainment, Fairmont Banff Springs, MGM Resorts, Club Med, Wynn Resorts and Zouk Group.