Amadeus has launched Amadeus Travel Advertising Platform at its Advertising Summit in Nice, France.

Leveraging Accenture’s agentic framework for campaign execution, the platform outlines a new proach designed to help travel companies make faster, smarter advertising decisions based on where demand is forming – not just where it has already converted.

Travel advertising has become increasingly complex, fragmented across channels and often driven by historical performance signals that arrive too late to cture emerging demand.

As travellers plan trips across AI chatbots, search, social, metasearch, content platforms and OTAs long before booking, travel brands face rising acquisition costs and growing pressure to prove return on investment.

The Amadeus Travel Advertising Platform connects forward-looking travel demand intelligence with advertising planning, activation and AI-supported decision-making.

This enables travel brands to drive profitable demand and decisions by investing earlier, allocating budgets more efficiently and operating with clearer performance outcomes in a fragmented advertising ecosystem.

For travellers and travel agents, this proach delivers more relevant and timely experiences, connecting the right offers, content, and options at the moment they are making decisions.

From reactive optimisation to demand-led orchestration

Most advertising solutions optimise performance within individual platforms or closed ecosystems.

The Amadeus Travel Advertising Platform is designed to orchestrate advertising activity across channels, acting as a neutral execution layer that connects trusted travel data with cross-channel advertising decisions.

By acting earlier and more precisely, travel brands can reach travellers with more relevant messages at moments that better reflect their intent.

At the core of the platform is an intelligence layer that evaluates campaign performance holistically and plies AI to support cross-channel decision-making at scale. In line with Amadeus’ broader AI proach, automation is designed to enhance human strategy, ensuring decisions remain transparent, controllable and outcome-driven.

Travel advertising has become more complex, but much of the decision-making is still reactive, says Dan Ciocoiu, head of advertising solutions at Amadeus.

This platform is about helping travel brands act earlier — using AI to support better decisions and connect demand insight to coordinated action across channels, while maintaining the trust, neutrality and control the industry expects from Amadeus.

What is live today

The first live cability within the platform is the Omnichannel Budget Allocator, which is already used by Amadeus Advertising teams as part of managed services.

The Omnichannel Budget Allocator uses AI to continuously evaluate campaign performance and automatically reallocate advertising budgets across channels and campaigns, based on defined objectives such as bookings or return on ad spend.

Rather than replacing native optimisation tools from platforms such as Google and Meta, it complements them by orchestrating spend across the broader advertising mix, while plying guardrails to ensure responsible and stable decision making.

Surrounded by remarkable beauty, unlock unprecedented access to some of the world’s most storied wonders. Across the Aman globe, with 14 properties bordering UNESCO-protected sites of cultural and natural importance, enjoy exclusive entry to sacred ceremonies, ancient monuments, rare wildlife and precious ecosystems.

Transcending the moment to become abiding memories, these are the experiences that she us.

From Indonesia’s nature-rich landsces to Bhutan’s spiritual heartland, explore the extraordinary locations in which Aman properties rest through a series of transformative experiences.

A World Beneath the Surface
The world’s second-largest population of whale sharks can be found in the waters of Saleh Bay. As dawn breaks at Amanwana, Moyo Island, guests are transported by boat to these calm, biodiverse waters, where an experienced guide leads the up-close underwater adventure. A once-in-a-lifetime encounter, whale sharks swim just metres away, their mottled complexion illuminated as sunbeams pierce the water.

Majestic creatures can also be spotted on diving excursions from Amanvari, Mexico, and the paradisical reefs easily accessed from Amanpulo, The Philippines, as well as Amanyara, Turks and Caicos, providing memorable moments for divers of all abilities.

Serene Water Blessings
The natural springs of Tirta Empul temple, a UNESCO World Heritage site, are revered for their healing properties. The Melukat Water Blessing, performed at dawn among the temple’s purification pools before its official opening hours, is one of Amandari’s signature experiences. A profound and immersive occasion, during the ritual stresses are washed away and the spirit is rejuvenated.

Elsewhere, the restorative power of water is celebrated with thermal-spring bathing in the onsen of Amanemu, Jan, and in the Khmer water blessing ritual performed at Amansara, Cambodia.

Moments of Mindfulness
Each morning, local monks begin their day with a Pradakshina procession: a meditative circular walking ritual around the ancient, UNESCO-protected site of Borobudur, the world’s largest Buddhist temple. From Amanjiwo, Java, embrace this calm and peaceful state of mind, joining the monks to meditate amid the majesty of Borobudur.

The footsteps of monks can be followed at Amankora, Bhutan, too, where early morning cleansing rituals bring the blessing of good luck, while guests at Amanbagh, India, can experience a grounding sunrise yoga session at the deserted Maharaja’s fort at Pratgarh.

Plan your stay
No request is too great and no detail too small. To begin planning your adventure, contact our multi-lingual reservations team or check availability online.

Explore the World Of Aman
Uncover new horizons with Aman – from soul-soothing esces by the coast to transformational journeys that awaken the spirit – across 35 hotels and resorts in 20 countries.

As part of the Global Travel & Tourism Executive Immersion taking place at Alibaba Headquarters in Hangzhou on May 29 2026, Breaking Travel News and the Global Resilience Network undertook a series of filmed executive interviews designed to explore the future intersection of AI, commerce, mobility, payments, customer experience, and global travel ecosystems.

Nobu, the globally recognized luxury lifestyle brand, is pleased to announce its arrival in Bellevue, Washington through the rebranding of two luxury residential towers as Nobu Bellevue Residences.

Owned by Silverstein Properties, the project marks the first completed and move-in ready Nobu-branded residential development in the United States and introduces a new hospitality-led residential offering being sold by Polaris Pacific as sales agent for Silverstein.

Located in the heart of Downtown Bellevue, the mixed-use development spans a full city block and includes two residential towers alongside curated retail, dining, and hospitality experiences. As part of the transformation, Nobu will introduce branded public spaces, signature residential services, and a future Nobu restaurant anticipated to open in 2027.

The repositioning reflects Nobu’s continued global expansion within the luxury residential sector, bringing together the brand’s signature proach to design, service, and lifestyle within one of the country’s fastest-growing luxury markets. The project will relaunch under the Nobu brand in late 2026, with residences available for immediate occupancy.

Nobu Residences Bellevue represents an important milestone for our residential growth in the United States, said Trevor Horwell, Chief Executive Officer of Nobu Hospitality. Bellevue continues to emerge as a global city for innovation, culture, and luxury living, making it a natural fit for the Nobu lifestyle. Together with our partners, we are creating a residential experience rooted in thoughtful design, service from the heart, and a strong sense of place.

The reimagined residences will embody Nobu’s design philosophy of understated luxury, blending Janese minimalism with the warmth and natural textures of the Pacific Northwest. Residents will benefit from a hospitality-driven lifestyle experience with elevated services, curated amenities, and direct access to Nobu dining.

The residences are comprised of 365 luxury condominiums featuring expansive homes with panoramic views of Lake Washington, the Seattle skyline, and the Olympic Mountains—offering a rare combination of privacy, design, and urban connectivity in the heart of Downtown Bellevue.

Bellevue has established itself as a sophisticated, globally connected luxury destination, and this project will define its next chter, said Shawn Katz, President of Silverstein Cital Partners. Our partnership with Nobu is rooted in a shared vision: to deliver a landmark lifestyle experience defined by world-class dining, extraordinary design, and uncompromising service. With a Nobu restaurant and the introduction of Nobu Residences to the Pacific Northwest, we are not just raising the bar. We are setting an entirely new one.

As Nobu continues expanding its residential portfolio globally, Bellevue joins a growing collection of Nobu Residences destinations across North America, Europe, the Middle East, and Asia, further reinforcing the brand’s evolution beyond hospitality into fully integrated lifestyle living.

The U.S. Virgin Islands Department of Tourism, in partnership with the Division of Festivals, is proud to announce the 2026 St. John Celebration, will be taking place from June 14 through July 4, 2026. This beloved annual festival will once again bring together residents and visitors for weeks of culture, music, cuisine, and community under the vibrant theme: History and Collaboration with a Musical Mix.

Rooted in tradition and cultural pride, St. John Celebration culminates in a vibrant fusion of festivities honoring both Emancipation Day and Independence Day in the territory. From lively village nights and cultural showcases to boat races, parades, and fireworks, the celebration reflects the rich heritage and enduring spirit of the Virgin Islands.

St. John Celebration is one of the Territory’s most cherished cultural traditions and an important opportunity to showcase the vibrant spirit of our people and natural beauty of our islands, said Jennifer Matarangas-King, Commissioner of Tourism. Each year, the celebration brings together generations of Virgin Islanders and visitors alike to honor our history, embrace our culture, and experience the warmth and hospitality that define the U.S. Virgin Islands.

2026 St. John Celebration honorees will also be recognized for their outstanding contributions to the culture, service, and spirit of the Virgin Islands. This year’s honorees include Jennifer Williams as Food Fair Honoree, Tishelle Knight as Village Honoree, and Lisa Penn as Parade Marshal.

Key Events Include:

June 14: Pan-O-Rama – An evening of electrifying steel pan performances at Franklin A. Powell Sr. Park.
June 20: Royalty Show – Celebrating the poise, talent, and cultural pride of St. John’s ambassadors.
June 21: Food Fair, Coronation & Boat Races – Featuring local cuisine, cultural displays, and the official coronation festivities at Franklin A. Powell Sr. Park. Exciting boat races will also take place in Cruz Bay Harbor showcasing the Territory’s maritime traditions.
June 27: Beach Jam – A lively waterfront event with music and entertainment at Cruz Bay Harbor.
June 28: Opening of Celebration Village 2026 – The official opening of Celebration Village featuring nightly entertainment, food vendors, and cultural activities in Cruz Bay.
June 28 – July 4: Village Nights – Evening events with live music, food vendors, and community activities.
July 3: J’ouvert, Emancipation Day Program, & Torch Light Parade– An early morning street celebration filled with music, dancing, and revelry beginning at sunrise in St. John National Park followed by a program honoring the abolition of slavery in the Virgin Islands. The torch light evening procession will begin at 7pm
July 4: St. John Celebration Parade & Fireworks Display 2026 – A colorful parade through Cruz Bay highlighting cultural groups, performers, and community organizations followed by a spectacular fireworks show over Cruz Bay Harbor closing out the celebration.
The festival’s signature events will spotlight local musicians, artisans, dancers, and chefs. Residents and visitors alike can enjoy performances by local musicians, dancers, and cultural groups, as well that highlight the creativity and traditions of St. John.

Our goal each year is to preserve and celebrate the cultural traditions that make St. John so unique while creating memorable experiences for everyone who attends, said Ian Turnbull, Director of Festivals and Events. From traditional performances to the local cuisine, St. John Celebration continues to showcase the true spirit of island culture.

St. John Celebration 2026 is open to the public and welcomes attendees from around the world to experience the culture, history, and festive energy of the U.S. Virgin Islands.

For more information and a full schedule of events, please visit