Technology

Amadeus expands Travel Audience platform to APAC

Travel tech giant Amadeus has announced the launch of its Travel Audience advertising platform in the Asia-Pacific region.

Travel Audience enables travel advertisers to place highly targeted dynamic ads on travel sites, such as travel information web pages or search results of travel metasearch websites.

The Travel Audience offerings (native and programmatic advertising placement) work by identifying and optimising portals that have qualified travel traffic, which is when the consumer browsing the web is likely to have high booking intent or high interest in the product being advertised.

Such web portals are then added to Travel Audience’s network of publishers. The platform uses this publisher network to place adverts for its customers in order to target their specific agreed audiences.

The platform has over 300 advertisers onboard and works with travel agencies, tourism boards, destination marketing organisations, airlines, hotels, and rail operators.

Tiago Morais de Relvao, head of Travel Audience for the APAC region, said: “Amadeus sits at the heart of the travel industry, working with hundreds of airlines, airports, hotels, travel agents, rail operators, and destination marketing organisations on a daily basis.

“This means we have a unique advantage when it comes to reaching travellers through our Travel Audience platform.

“We’re looking forward to helping brands and advertisers across Asia Pacific reach millions of active travel searchers. We can reach them on any channel across any device, and throughout the different stages of the traveller journey from inspiration, research, booking, and when they travel.

“By combining Amadeus’ data and segments to target a custom travel audience, we’re able to help our customers increase their revenue across the region through targeted digital advertising.”

Amadeus acquired Travel Audience in 2013, which has been serving brands and advertisers across EMEA for the past six years.

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