ProColombia and Amadeus Support Travel Recovery with Data and Targeted Marketing

August 17, 2021

Last updated: August 20, 2021

3 Min read

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Paola Garrido

Corporate Communications

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All tourist destinations are eager to attract back as many visitors as possible, and in some ways there is now much greater competition for consumers, which takes into account both factors unrelated to the COVID-19 pandemic - such as the tourism offerings themselves - and the health conditions of each location. Therefore, a well-founded strategy for attracting visitors, wherever they may be, is essential.

The current pandemic further strengthened the partnership between Amadeus and ProColombia. The partnership, initiated in 2017 with the use of Amadeus' Big Data solutions for effective search and booking information from foreign travelers to Colombia, expanded in 2019 with the inclusion of targeted digital advertising through Travel Audience, an Amadeus company for the niche of travelers that the development agency saw as critical to Colombian tourism growth.

The solution from Travel Audience provides comprehensive, data-driven advertising. By using proprietary ad technology combined with market-available tech, Travel Audience manages online advertising campaigns for Destinations, enabling them to match available travel offers with current interests of online travelers in real-time.

Travel Audience represents for ProColombia a high-quality advertising network of online travel publishers, from leading metasearch sites to online travel agencies.

In an environment where all travelers are important, Amadeus, Travel Audience and ProColombia are actively working to promote the country's destinations in Europe, both to travelers directly and to travel agents looking to sell packages. A marketing campaign conducted in Germany, Spain, France, Italy and the United Kingdom in early 2020 resulted in more than 46,000 passengers booked to Colombian destinations.

"Digital advertising allows ProColombia to connect with travelers online in a targeted way and promotes international travelers' interest and growth for the country. Through the technology that this solution uses, it ensures that the consumer receives a highly targeted offer depending on their searches and travel preferences," said Juan Francisco Muñoz, Country Manager of Amadeus in Colombia.

Direct ads for travelers are published on major travel booking sites or search engines. Offers for agents are made through Amadeus Selling Platform Connect, Amadeus' booking platform for consultants worldwide. This allows ProColombia to optimize campaign budgets through real-time performance monitoring. This means higher profitability and channel attribution control.

"With our strategic alliance with Amadeus, we continue to work on targeted, segmented, and intelligent promotion, through digital tools and based on the reactivation and growth of international tourism to Colombia. Accessing this information has allowed us to identify, based on our offer in experiences and destinations, the interest of travelers to visit our country," stated Flavia Santoro, president of ProColombia.

With competition between destinations increasing due to the restrictions caused by COVID-19, ProColombia intends to expand and evolve Amadeus technology to support the recovery of the sector in the country and increase foreign travelers to its local destinations.

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