Amadeus subsidiary TravelTainment has acquired the remaining stake in online advertising firm Travel Audience it did not own.
The acquisition for an undisclosed sum increases the company’s presence in the area of online targeted advertising for the travel industry.
Travel Audience, based in Germany, enables travel industry advertisers to place targeted dynamic ads on travel sites, such as travel information web pages or search results of travel metasearch websites.
It mainly works with a rapidly growing customer base of leading travel agencies, but also along with airlines and hotels.
Founded less than two years ago as part of a joint venture with TravelTainment, it mostly services the local German speaking market, but plans to launch into further European markets. It will not change its name and will remain an independent entity.
Travel Audience 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. It then uses this publisher network to places adverts for customers, in order to target their specific agreed audiences.
Amadeus global customer group vice president Albert Pozo said: “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.”
He added: “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.”
Travel Audience chief executive Alexander Trieb said: “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.”