Amadeus Launches New Advertising Platform for Travel Companies

Amadeus IT Group has launched the Amadeus Travel Advertising Platform, a new AI-powered solution designed to help travel companies make faster and smarter advertising decisions by leveraging forward-looking demand intelligence. Developed in collaboration with Accenture, the platform addresses the increasing complexity and fragmentation of travel advertising.

Traditionally, travel advertising has often been reactive, relying on historical performance data that arrives too late to capture emerging demand. As travelers engage with various channels like AI chatbots, search engines, and social media before booking, travel brands face rising acquisition costs. The Amadeus platform aims to solve this by connecting predictive demand insights with advertising planning and execution, enabling more efficient budget allocation and driving profitable demand.

At the core of the platform is an intelligence layer that holistically evaluates campaign performance and uses AI to support cross-channel decision-making at scale. Amadeus emphasizes that the automation is designed to augment human strategy, ensuring transparency and control over advertising decisions.

The first live capability is the Omnichannel Budget Allocator, which uses AI to continuously reallocate advertising budgets across channels and campaigns based on defined objectives such as bookings or return on ad spend. This complements native optimization tools from platforms like Google and Meta by orchestrating the overall advertising mix.

Amadeus plans to further evolve the platform with deeper integration of forward-looking demand signals and enhanced measurement and reporting. The collaboration with Accenture is accelerating the development of new capabilities, allowing Amadeus to focus on its core strengths in travel data orchestration.