Amadeus takes a new step in travel marketing with the launch of Amadeus Travel Advertising Platform, an AI-powered platform developed with Accenture to help hotels, airlines and destinations identify demand earlier in the traveler's journey and make better marketing decisions.

The background is that travelers today are inspired and planning their trips via a variety of channels – from AI chatbots and search engines to social media, OTAs and content platforms – long before the actual booking takes place. According to Amadeus, this means that traditional marketing models, which are often based on historical data, risk missing new demand trends.

The new platform combines forward-looking travel demand data with AI-based analytics, campaign management and budget optimization, with the goal of helping travel companies identify opportunities earlier, allocate their marketing budgets more effectively and create more relevant campaigns.

“Travel advertising has become increasingly complex, while many marketing decisions are still based on historical data and reactive processes. With this platform, we want to help travel brands act earlier and more proactively,” says Dan Ciocoiu, Head of Advertising Solutions at Amadeus.

The first feature to be launched is Omnichannel Budget Allocator, an AI tool that continuously analyzes campaign results and automatically reallocates advertising budgets between different channels and campaigns based on defined goals such as bookings or return on ad investment.

Instead of replacing the platforms' own optimization tools, such as those at Google and Meta, the solution acts as an overall layer that coordinates investments across the entire marketing mix.

Amadeus sees the platform as a long-term investment and plans to gradually develop the features with deeper integration of demand signals, improved analytics tools and more opportunities for campaign management.

The platform is currently used within Amadeus' marketing services for hotel customers, and will soon be available to airlines and destinations.

“By combining Accenture’s expertise in marketing, media and AI with Amadeus’ unique insights into traveler behavior, we create new opportunities for travel companies to reach their customers in a more relevant and effective way,” says Tyson Wipperling, Managing Director Travel at Accenture.