Amadeus has launched the Amadeus Travel Advertising Platform, developed in collaboration with Accenture, to revolutionise how travel brands approach advertising. Unveiled at the Advertising Summit in Nice, France, the platform leverages artificial intelligence (AI) to enable travel companies to make informed advertising decisions based on emerging demand rather than historical data.
The platform integrates forward-looking travel demand intelligence with advertising planning and AI-supported decision-making. Its first live feature, the Omnichannel Budget Allocator, uses AI to evaluate campaign performance and dynamically reallocate budgets across various channels, enhancing efficiency and performance. This approach allows travel brands to reach potential travellers with relevant messages at the right moments, thereby reducing acquisition costs and improving return on investment.
Dan Ciocoiu, Head of Advertising Solutions at Amadeus, highlighted the platform's proactive nature, stating, “This platform is about helping travel brands act earlier — using AI to support better decisions and connect demand insight to coordinated action across channels.”
The platform is designed to evolve, with future updates planned to incorporate deeper travel demand signals and enhanced campaign management tools. Accenture's Managing Director, Travel, Tyson Wipperling, noted the collaboration's significance, saying, “By bringing together Accenture’s industry, marketing, media and AI-at-scale capabilities... we’re enabling a new approach to travel advertising.”
Currently, the platform supports Amadeus Advertising’s managed services for hotel clients, with plans to extend its capabilities to destinations and airlines soon. This initiative marks a shift from reactive optimisation to demand-led orchestration, promising greater clarity and efficiency for travel companies
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