Amadeus has introduced a new AI-powered advertising platform developed with Accenture, aimed at helping travel brands identify demand trends earlier and improve campaign performance across digital channels.
The Amadeus Travel Advertising Platform was unveiled during the company’s inaugural Advertising Summit in Antibes, France, replacing its previous Amadeus Media Solutions business.
The platform combines Amadeus travel demand data with Accenture’s campaign management technology to help travel companies manage advertising activity across channels including search, social media and online travel platforms.
Its first live feature, the Omnichannel Budget Allocator, uses AI to monitor campaign performance and automatically shift advertising spend based on targets such as bookings and return on ad spend.
Amadeus said the platform is designed to address rising customer acquisition costs and changing traveller behaviour as trip planning increasingly takes place across AI tools, social media and digital content platforms.
Dan Ciocoiu, head of advertising solutions at Amadeus, said many travel brands still relied on historical performance data that often arrived too late to capture emerging demand trends.
The platform is currently being used for managed hotel advertising services, with airline and destination marketing capabilities expected to follow.
Ahead of the launch, Amadeus also recruited advertising executives from Accenture Song and WPP to support the expansion of its advertising business.
