Amadeus’ Demand360 product, with data from over six million hotel rooms globally, is helping hotels act on hyper-granular insights, shares Katie Moro, vice president of data partnerships at Amadeus
Can you tell us more about Demand360?
I call this my first child, because I’ve been working on this product longer than I’ve had children.
Demand360 is our proprietary solution. It allows properties to compare performance across all channels and spot trends by OTA, market, and segment.
We get data directly from the hotels. We have about 45,000 hotels globally – comprising six million rooms – that share data.
Hotels give us their data; we then provide a product that shows how they’re performing versus competition across all of the channels.
What types of data do you collect on the airline side that hotels can benefit from?
Amadeus’ data integration spans air searches, airline seat classes, booking lead times, and demographic trends – providing a 360-degree view of intent versus actual arrivals.
By merging this with segmentation data (e.g. booking channel, cabin class, age group), hoteliers can proactively tailor their rates and promotions, or launch geo-targeted campaigns across OTAs and metasearch platforms.
Our hotel clients have 24/7 access to this data through our SaaS platform.
Let’s talk about hyper granularity. How can hotels apply such granular insights in real-time?
A very tactical example would be that our platform allows them to see all the way down to Ctrip as a source. They can see their bookings on Ctrip versus the aggregate competitive bookings on Ctrip.
Let’s say they’re underperforming on Ctrip and we know there are strong Chinese travellers coming in – they may want to run a campaign on Ctrip to get business. They may want to pay to be on the first page of Ctrip. They may want to lower their rates to attract more business or open up more rooms on Ctrip to be bookable.
Maybe they only allocated 10 rooms that night, but if they opened up 10 more, they might get that occupancy from Ctrip. That’s a very specific tactical example of how they could use the data.
When it gets that granular, those strategies really become tangible for them to take action.
You’ve mentioned that you’ve already included a chatbot integration on your SaaS platform. What further potential do you see for AI at the moment?
We’re seeing more and more consolidation, meaning there are cluster leaders that have to manage multiple hotels.
AI is going to help them to be able to do their jobs so much more efficiently, because right now, they have access to so much data and not enough time in the day to get it all done.
Being able to use AI will help them be able to be more strategic – with so many different tools and data everywhere, it’s going to be really good to be able to use AI to combine data sets and find insights to be able to take action.
What’s next in AI for Amadeus? Are agentic workflows coming?
Not yet, but it’s absolutely on our roadmap. Today, we still execute media campaigns and inventory actions manually, even though they’re informed by data. But we envision a future where agents could automate these decisions – such as identifying low performance on a channel and triggering a media campaign or adjusting inventory in real-time.
Will Amadeus integrate with public AI agents like Gemini or Bard?
We won’t push our data into external AI knowledge bases. The value lies in protecting that data and applying it within our secure systems. So for now, we’ll work with our own internal databases and infrastructure.
What’s the broader goal of your data partnerships?
Partnerships are also a key focus for us. Where we don’t have the data that we feel is important to the journey, we will partner. We have event data globally on short-term rentals, like Airbnb or VRBO (Vacation Rentals by Owner).
We work with a company that provides us that information because that allows us to give the full picture of demand, rather than just looking at hotels.
So where we need, we partner to pull in the relevant data to support the journey.
Could you tell us more about your ForwardKeys purchase?
From what we understand, their forecast accuracy is really good, and they’re widely known throughout the globe as far as destinations. They’re also located in Spain where we’re headquartered, and they brought a great team of people. All of those factors played into the decision. We’re excited – it’s fantastic to have 100 new employees on our team.
Being responsible for the global expansion of this product, what potential do you see?
This is one of the reasons I’m visiting here in the (South-east Asia) region. We’re seeing a lot of local brands, and local hospitality chains wanting to participate in this product.
So this is, again, a big focus for us in growing Demand360, and it does provide us the opportunity to roll that information up and provide it to tourism authorities and different stakeholders so they can understand, for example, how many visitors are coming into Bangkok.
We can provide that from an airline standpoint, and also show what’s going on in the hotel market, so that preparations can be made from a staffing perspective – thinking not just within our industry, but also in adjacent sectors – and how destinations can prepare accordingly.
