Amadeus and Accenture are changing the game in travel advertising
The new platform uses artificial intelligence to recognise travellers' intentions at an early stage of their search, allowing agencies, hoteliers and airlines to manage budgets more intelligently before demand goes to the competition.
In the current advertising environment, most marketing strategies in tourism suffer from the same problem – they rely on historical data. They react to transactions that have already occurred, while acquisition costs are constantly rising. Travellers today research destinations months in advance through AI chatbots, social media, search engines, and metasearch platforms. By the time they finally reach the booking stage, the battle for their attention becomes too expensive.
Recognising this challenge, Amadeus He is at his advertising summit in France presented a solution which addresses this problem in the early stages of the customer journey. Developed in collaboration with tech giant Accenture, The new Amadeus Travel Advertising Platform aims to shift the focus from reactive advertising to predictive demand management. For travel professionals, this means the ability to make decisions based on the early emergence of interest, rather than only after a conversion has been realised.
A move away from isolated channels towards integrated coordination
One of the biggest challenges faced by in-house marketing teams is fragmentation. Campaigns on Google, Meta, or specialised OTA platforms most often function in isolated systems (so-called “walled gardens”). Amadeus's new platform positions itself as a neutral management layer that connects real travel data with cross-channel decisions.
The idea is not to replace the existing optimisation tools offered by the tech giants, but rather to create a roof system that monitors the entire marketing mix. Artificial intelligence Here it serves as analytical support for human strategy. The system evaluates campaigns holistically, allowing managers to maintain transparency and control over costs, while AI handles massive real-time data processing.
Budget automation in practice
The first functionality that is already active and available through Amadeus's managed services is the Omnichannel Budget Allocator. This tool uses artificial intelligence to continuously monitor campaign performance across different channels and automatically redirects the budget where it delivers the best return on ad spend (ROAS) or the highest number of bookings.
For hotel chains and tourism companies, this means the end of manual and belated fund transfers between platforms. The system independently recognises where interest is being generated at that moment and directs investment there, within strictly set security parameters defined by the user.
What does collaborating with Accenture bring?
This project represents the continuation of a long-standing partnership between the two companies. Accenture has integrated its Accenture Media Console (AMC) into the platform, a system that simplifies digital advertising management through an advanced agent interface. This allows marketing professionals to focus on creating long-term strategy, while leaving operational administration to technology.
This synergy combines Amadeus' deep passenger intent data with Accenture's expertise in AI at mass scale. The technological architecture is set up for the platform to be upgraded over time, with further phases planned for deeper integration of predictive demand signals and more advanced analytical reporting.
Although the platform is currently available primarily to hotel clients through Amadeus Advertising services, from the company confirm that airlines as well as tourist destinations themselves will soon gain access. For the B2B sector in tourism, this signifies a shift towards more mature, data-driven advertising which strives to reduce the cost of guest acquisition through timely responses.
