Hotel data and content provider Giata Group has acquired artificial intelligence (AI) decision-making platform Smartseer for an undisclosed amount.
Berlin-based Giata said the acquisition is an effort to improve its AI personalization offerings and leverage ROI for its partners, combining its data, content and mapping expertise with Smartseer’s personalization technology. In doing so, online travel agencies, tour operators, bed banks and global distribution system providers will be able to provide more relevant offers and recommendations at scale, Giata added.
“By integrating Smartseer’s AI decisioning engine with Giata's rich data ecosystem, travel businesses will be able to anticipate traveler needs with unmatched precision, delivering seamless, personalized journeys across every digital touchpoint,” said Mathis Boldt, CEO of Giata Group.
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“Smartseer impressed us with its cutting-edge AI-driven decisioning platform and strong customer focus. With so much hype around AI, we wanted a partner who is actually delivering proven capabilities and ROI rather than just promising it. This is about more than strengthening our portfolio—it’s about shaping the future of travel technology together.”
Smartseer was founded in 2023 by former BD4 Group founders Andy Owen Jones and Melanie Sickenberger, with operations currently based in Frankfurt, Germany. The team will join Giata as part of the merger, bringing its global workforce to 110 employees.
“We have been delighted to serve some of the leading travel companies in Europe.” said Jones, who is also co-managing director of Smartseer.
“Each day we help our clients to tailor their offer by making millions of decisions to find the right product while balancing commercial goals. With Giata’s global reach, scaling expertise and unrivalled hotel data, we can realize our vision more quickly. Together, we will use AI and verified data to innovate and make the travel industry work far more effectively.”
Founded in 1996, Giata has a presence in over 70,000 destinations worldwide.