Adeera Taps Amadeus Digital Media to Accelerate Saudi Hospitality Growth
Saudi-based Adeera partners with Amadeus to deploy omni-channel marketing technology and scale home-grown hotel brands
Saudi hospitality champion Adeera has signed an agreement to implement Amadeus Digital Media across its brand portfolio, seeking to harness data and omni-channel marketing to engage travellers at key decision-making moments.
The deal covers paid search, display advertising and social-media optimisation, integrating marketing, distribution and data-intel onto one platform.
Thomas Grundner, Chief Commercial Officer at Adeera, emphasised that the partnership allows the firm to “refine our outreach and offer travellers more compelling reasons to choose Adeera”.
From the Amadeus side, Jan Tissera, President, International, Global Accounts and Destinations, Hospitality, said the technology “ensures our properties are visible at key decision-making moments”.
He added past campaigns with Amadeus had achieved double-digit growth in direct bookings and improved occupancy while reducing marketing costs.
Adeera, backed by Saudi Arabia’s Public Investment Fund, is positioned as the national hospitality champion tasked with developing new home-grown hotel brands rooted in authentic Saudi culture, aligned with the goals of Vision 2030. The company plans dozens of hotels across multiple segments, and views the Amadeus deal as foundational to its growth strategy in a highly competitive market.
By leveraging advanced travel-technology marketing tools, Adeera aims to shift the narrative from a local operator to a global hospitality player.
The integration signals a strategic step for Saudi-based hospitality firms to adopt sophisticated digital tools traditionally used by global hotel groups, supporting the Kingdom’s broader objective of increasing tourism, enhancing guest experience and boosting inbound travel.
With the agreement in place, the focus will now shift to implementation, campaign rollout and measurable gains in metrics such as direct bookings, average daily rate and guest engagement—benchmarks Adeera will use to assess return on investment as it scales its brand portfolio.
The deal covers paid search, display advertising and social-media optimisation, integrating marketing, distribution and data-intel onto one platform.
Thomas Grundner, Chief Commercial Officer at Adeera, emphasised that the partnership allows the firm to “refine our outreach and offer travellers more compelling reasons to choose Adeera”.
From the Amadeus side, Jan Tissera, President, International, Global Accounts and Destinations, Hospitality, said the technology “ensures our properties are visible at key decision-making moments”.
He added past campaigns with Amadeus had achieved double-digit growth in direct bookings and improved occupancy while reducing marketing costs.
Adeera, backed by Saudi Arabia’s Public Investment Fund, is positioned as the national hospitality champion tasked with developing new home-grown hotel brands rooted in authentic Saudi culture, aligned with the goals of Vision 2030. The company plans dozens of hotels across multiple segments, and views the Amadeus deal as foundational to its growth strategy in a highly competitive market.
By leveraging advanced travel-technology marketing tools, Adeera aims to shift the narrative from a local operator to a global hospitality player.
The integration signals a strategic step for Saudi-based hospitality firms to adopt sophisticated digital tools traditionally used by global hotel groups, supporting the Kingdom’s broader objective of increasing tourism, enhancing guest experience and boosting inbound travel.
With the agreement in place, the focus will now shift to implementation, campaign rollout and measurable gains in metrics such as direct bookings, average daily rate and guest engagement—benchmarks Adeera will use to assess return on investment as it scales its brand portfolio.
