Developed with long-standing partner Accenture, the platform was launched this week during its inaugural Advertising Summit, held at its offices in Antibes, France. It replaces Amadeus Media Solutions.
The platform is designed to help travel brands identify intent and demand signals earlier, then leverage Accenture’s agentic framework to execute campaigns, ideally converting those signals into bookings.
A new “Omnichannel Budget Allocator” uses artificial intelligence (AI) to continuously evaluate campaign performance and automatically reallocate advertising budgets across channels and campaigns based on objectives such as bookings or return on ad spend.
Hiring spree
Ahead of the launch, Amadeus has been recruiting leaders from the advertising sector, including from Accenture Song, the consulting giant’s own fast-growing advertising platform, and rival WPP.
Dan Ciocoiu, former managing director of Accenture Song, joined Amadeus as head of advertising solutions in September last year and is tasked with spearheading the new advertising platform. Adam Hiscock, former CEO for Spain at WPP, joined Amadeus as global head of media performance in April this year.
Cutting through the noise
With more travelers planning trips across AI assistants and social media long before booking, travel brands face rising acquisition costs and growing pressure to prove return on investment.
As a result, travel advertising is increasingly fragmented across those channels and often driven by historical performance signals that arrive too late to capture emerging demand.
In a recent poll of travel brands, Amadeus found optimizing traffic via SEO and AI platforms was the most important strategy for 38% of respondents, according to its Travel Dreams 2026 report.
“Advertising is currently a very noisy space,” said Ciocoiu. As an example, he revealed Amadeus saw peaks of booking intent linked to the upcoming World Cup six months ago. “When brands invested four months later, it was an over-investment in saturated high-cost moments,” he said.
The new platform will allow travel companies to “orchestrate” advertising activity across channels from a single platform and ”put demand before it peaks at the core of your advertising.”
By acting earlier and more precisely, Amadeus claims it can help travel brands reach travelers with more relevant messages at moments that better reflect their intent. The launch comes as more platforms begin to allow bookings, including TikTok, which is collapsing the booking funnel.
A TravelTech Show survey also shows operators plan to invest equally in social media platforms, AI/chatbots and website content over the next year as search and booking behaviors continue to evolve.
"Most strategic partnership"
Amadeus Travel Advertising Platform was a couple of years in the making, Francisco Pérez-Lozao, president of hospitality at Amadeus, told PhocusWire.
“We started looking around to where we could source it, that’s when this Accenture [project] slowly emerged, because I saw they were ready to partner with us,” he said.
And with its experience developing Song, which in 2025 reported nearly $20 billion in revenue, Pérez-Lozao added he believed “that could take us to the next level”.
Amadeus has long collaborated with Accenture, including on an AI-powered travel assistant for its Cytric platform. More recently the pair teamed up on an agentic commerce project for Asian hospitality group Ascott. However, this latest venture represents a significant evolution in its relationship with the consulting firm.
“It’s the most strategic partnership at probably the earlier stage in both our visions,” Tyson Wipperling, managing director, travel at Accenture, told PhocusWire. “We’ve had strategic partnerships in other areas, and at different lifecycles of products and services, but with this we’re both at the beginning part. We’ll influence each other.”
Amadeus Travel Advertising platform is being piloted internally and with a large hotel chain before being rolled out with airlines, destination management companies, travel agencies and other sectors.
*Reporter's attendance at the event was supported by Amadeus
Tags: Advertising platform Dan Ciocoiu, Accenture Song, Amadeus
