Company co-founded and part-owned by Amadeus subsidiary TravelTainment
Specialist in fast-growing area of offering ‘highly qualified traffic’ for travel industry
Thursday 6 June, 2013:Amadeus, a leading technology partner for the global travel industry, has acquired Travel Audience, increasing its presence in the area of online targeted advertising for the travel industry. Amadeus becomes full owner through its subsidiary company TravelTainment, which already part-owned and co-founded Travel Audience, acquiring the remaining stake.
Travel Audience enables travel industry advertisers to place highly targeted dynamic ads on travel sites, such as travel information web pages or search results of travel metasearch websites. It works mostly, but not exclusively, with a rapidly growing customer base of leading travel agencies, but also along with some top airlines and hotels.
Albert Pozo, Vice President Global Customer Group at Amadeus, comments: “In today’s competitive and fast changing environment both travel sellers and travel providers are seeking more innovative and cost-effective ways to reach and inspire customers in order to boost loyalty and increase revenues. Targeted online advertising offers just such potential and we want to harness this for the benefit of current and future Amadeus customers. We will provide Travel Audience with our expertise, technology and resources, as well as creating significant synergies between our businesses, to help it fulfil its enormous potential.”
Alexander Trieb, CEO of Travel Audience, also comments: “We are honoured to have attracted the backing of the industry’s leading technology provider and feel this confirms our vision and belief in the untapped potential of online targeted advertising in the travel industry. Amadeus’ commitment to innovation and track record in pioneering not only new technologies and services, but also whole new markets, makes it the perfect partner for this new and fast growing area. We look forward to working closely with Amadeus in the next phase of our development.”
The Travel Audience offering works 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 network of publishers. Travel Audience then uses this publisher network to places adverts for its customers, in order to target their specific agreed audiences.
Founded only less than two years ago as part of a joint venture with Amadeus subsidiary TravelTainment, Travel Audience is based in Germany. It currently mostly services the local German speaking market, but has plans to launch into further European markets shortly. Whilst Travel Audience will henceforth be referred to as ‘An Amadeus company’, it will not change its name and will remain an independent entity.
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Notes to the editors:
Amadeus is a leading provider of advanced technology solutions for the global travel industry. Customer groups include travel providers (e.g. airlines, hotels, rail and ferry operators, etc.), travel sellers (travel agencies and websites), and travel buyers (corporations and travel management companies).
The Amadeus group employs around 10,000 people worldwide, across central sites in Madrid (corporate headquarters), Nice (development) and Erding (operations), as well as 73 local Amadeus Commercial Organisations globally.
The group operates a transaction-based business model. For the year ended December 31, 2012 the company reported revenues of €2,910.3million and EBITDA of €1,107.7 million.
Amadeus is listed on the Spanish Stock Exchange under the symbol "AMS.MC" and is a component of the IBEX 35 index.
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