The acquisition of the Valencia-based analytics firm strengthens Amadeus’ data-driven approach to predicting global travel behavior and demand
May 20, 2025
Amadeus has acquired ForwardKeys, a Spanish travel data analytics company known for predicting traveler behavior and movement. Though financial terms were not disclosed, the acquisition marks a strategic step for Amadeus in expanding its travel intelligence capabilities. ForwardKeys, founded in 2010 and based in Valencia, serves a global client base across tourism boards, hotels, car rentals, retailers, and more. Amadeus confirmed the deal, noting customer and portfolio synergies, and stated that further information will follow after initial discussions with key stakeholders.
Key takeaways
- Strategic expansion: Amadeus strengthens its position in travel intelligence through the acquisition of ForwardKeys.
- Client complementarity: ForwardKeys serves a wide range of international clients, aligning well with Amadeus’ global reach.
- Strong data capabilities: ForwardKeys specializes in predictive traveler behavior analytics for data-driven business decisions.
- 2023 performance: The company reported €9.3M in revenue and €1.7M in operating profit, with significant investment in R&D.
- Team and ownership: Founded by Olivier Jager and Christophe Van Zwynsvoorde, with CCO Laurens Van Den Oever listed as co-owner.
- Next steps: Amadeus is currently engaging stakeholders and will release more details about the integration in due course.
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