Amadeus and Adobe Deepen Travel Technology Partnership
Amadeus IT Group and Adobe are expanding their collaboration to provide hyper-personalized digital experiences for airlines through integrated technology solutions.
Travel technology provider Amadeus IT Group and software company Adobe are strengthening their partnership to enhance digital marketing and customer experiences for airlines. The collaboration focuses on hyper-personalization, aiming to deliver more individualized services and offers to travelers.
The partnership between Amadeus and Adobe began in 2007 with Amadeus adopting Adobe's tools. In 2018, the companies formed an official partnership to integrate Adobe Experience Cloud into Amadeus's Digital Experience Suite. This integration allows airlines to create more targeted and personalized experiences across all digital touchpoints.
Adobe states that many travel companies struggle to understand their customers sufficiently to offer tailored digital experiences. "Many travel companies are looking for insights into customer personas so they can better target their offers, but they are unable to," said Jose Garrido, Retail and Travel Lead at Adobe. Amadeus and Adobe aim to fill this knowledge gap together.
Hyper-personalization involves enabling precise customer segmentation, allowing advertising and booking flows to be tailored to individual traveler needs and expectations. For instance, Amadeus Traveler DNA and Adobe Real-Time Customer Data Platform facilitate the creation of unique traveler segments, enabling targeted offers and messages to be delivered in real-time.
The expanded partnership is expected to accelerate the market introduction of new digital solutions, giving airlines a competitive edge in travel industry digital marketing.