Giata Acquires Smartseer To Power Ai-driven Travel Personalization

BERLIN – GIATA Group, the global leader in verified hotel data and content distribution, has announced the acquisition of SMARTSEER, an AI-powered decisioning platform designed to enhance personalization at scale within the travel industry. The move aims to deliver on a long-standing industry promise: personalized travel experiences built around real-time behavioural data and enriched content.

Founded in 2023, SMARTSEER has rapidly gained recognition for its AI platform that enables high-speed profiling and decision automation. Now operating as an independent company within the GIATA Group, SMARTSEER brings a suite of real-time AI tools that interpret user behaviour into actionable insights—delivering hyper-personalised recommendations in milliseconds.

By combining GIATA’s extensive hotel database, content mapping capabilities, and long-standing relationships with over 20,000 travel clients in 80 countries, the acquisition creates a new synergy. OTAs, tour operators, bed banks, and GDS providers working with GIATA will now have access to SMARTSEER’s AI infrastructure to deliver tailored offers and contextual experiences that match individual traveller needs – shifting away from the “one-size-fits-all” model.

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“For over three decades, GIATA has been the trusted engine behind global travel technology and has established industry standards by working with over 20,000 clients in 80 countries,” said Mathis Boldt, CEO of GIATA Group. “But today, travellers demand more, – they want experiences that feel designed for them. By integrating SMARTSEER’s AI decisioning engine with GIATA’s rich data ecosystem, travel businesses will be able to anticipate traveller needs with unmatched precision, delivering seamless, personalized journeys across every digital touchpoint.”

Boldt continued: “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. We’re thrilled to welcome SMARTSEER to the GIATA Group.”

“We have been delighted to serve some of the leading travel companies in Europe.” said Andy Owen-Jones, Co-Founder and 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 realise our vision more quickly. Together, we will use AI and verified data to innovate and make the travel industry work far more effectively.”

The acqui sition reflects a broader shift in the travel technology space: from static listings and pre-built packages to dynamic, data-driven user experiences. As personalization becomes a competitive differentiator, the ability to combine content integrity with AI intelligence will be critical.

The article GIATA acquires SMARTSEER to power AI-driven travel personalization first appeared in TravelDailyNews International.