Amadeus is focusing on destinations as a new driver of growth in Latin America

Sol Freixa, Amadeus' commercial vice president for destinations, explained how the company is transforming its approach to position tourist destinations as a new strategic vertical, supported by the use of data, intelligence, and segmented campaigns.

How important is Amadeus' participation in this trade fair?
We're always present at these kinds of events, but this year we've strengthened our presence in Latin America because we want to be much closer to the region. Amadeus is a European company with a global reach, and its strategy has evolved significantly in recent years.

How did that change in the company's business come about?
Historically, we worked with airlines, agencies, and hotels. Now, our main focus of growth is destinations. We have a very holistic view of travel and we understood that destinations also need intelligence for planning, even at the infrastructure level.

What kind of solutions are you offering destinations today?
A few years ago, we began working with data through the acquisition of Travel Audience, which allowed us to understand traveler behavior. Then we added ForwardKeys, which completed our analytical capabilities. Today, we can offer information on traveler profiles, source markets, competition, and search behavior, and transform that data into effective advertising campaigns.

How do you put that information into practice?
We work with destinations to develop segmented campaigns throughout the year. This allows us to target specific audiences at different times, which is key in a context where some destinations are saturated and need to promote emerging alternatives.

What role do new trends play in this strategy?
Today we see the emergence of new segments, such as themed routes—for example, coffee or cacao routes—which allow us to diversify our offerings. For us, a destination is any place that inspires travel, from a city to an event or a point of interest.

How long does it take to see concrete results?
The first results appear within the first month. From there, trends can be analyzed: where travelers come from, how much they spend, and their profiles. However, we recommend "always-on" strategies, with sustained campaigns throughout the year to maximize impact.

How do you measure the success of your campaigns?
We primarily measure passengers and guests. We track not only the number of visitors, but also variables such as length of stay and spending, which allows us to better understand what type of audience to attract.

What unique value does Amadeus offer compared to other players?
Our global reach. We can help destinations identify and attract travelers in key markets with more efficient, data-driven campaigns. Furthermore, we support destinations in adopting new technologies, such as artificial intelligence.

Can you mention any success stories in the region?
One example is Embratur, which works extensively with our data. In 2025, Brazil went from 6 to 8 million international tourists, a historic increase. These kinds of results demonstrate the impact of making data-driven decisions and executing campaigns strategically.