Travel technology company Amadeus has launched its advertising platform travel audience in Asia Pacific, which is aimed at helping advertisers reach consumers in the largest and fastest growing travel market in the world.

Tiago Morais de Relvao, head of travel audience, Asia Pacific, said the platform has a “unique advantage” thanks to the work Amadeus does with “hundreds of airlines, airports, hotels, travel agents, rail operators and destination marketing organisations” across the globe. It helps connect over 1.6 billion people a year to local travel providers in over 190 countries.

“We’re looking forward to helping brands and advertisers across Asia Pacific reach millions of active travel searchers,” he said, adding that the platform is able to reach audiences on “any channel across any device, and throughout the different stages of the traveller journey from inspiration, research, booking, and when they travel”.

The platform is touted to enable travel advertisers to place targeted dynamic ads on travel sites, such as travel information web pages or search results of travel metasearch websites.

It combines relevant data sets, interpreted through machine learning, and provides a unique inventory and placement on the top 500 travel publishers (OTAs, metasearch, etc).

Amadeus acquired travel audience in 2013, which has been serving brands and advertisers across EMEA for the last six years. The company currently claims over 300 advertisers on board including both the Ministry of Environment and Tourism of Mongolia and Chubu Centrair International Airport, Nagoya Japan.

In 2018 the APAC region generated US$1.9 trillion in domestic and outbound travel expenditure and this is forecast to increase to US$3.7 trillion by 2025.

In its Future of Retail Travel in Asia Pacific report release earlier this year, the company noted that despite not having a single consistent profile, travellers from Asia Pacific in general are becoming more experienced across all age groups.

Key findings from a recent research by Amadeus concluded that:

  • Most Asia Pacific travellers are open to sharing personal data in exchange for meaningful personalisation of travel experiences, if privacy concerns are adequately addressed by travel providers.
  • Travellers seek inspiration from word of mouth and travel providers, but verify authenticity using social media and travel review sites. Recommendations from trusted sources are more likely to be included in travel planning.
  • Travellers value right content delivered through the right channel at the right time, and for travel providers every engagement point matters and the aim is to deliver a frictionless overall customer experience throughout the journey.

The report stated that sophistication in smartphone and mobile technology has transformed this linear process into a more fluid and spontaneous continuum.

“Regardless of its complexity, travellers are seeking the best customer experience that combines online and offline. Technology and human touchpoints must integrate well to deliver a frictionless experience,” it added.

Sourced from Amadeus; additional content by WARC staff