GIATA acquires AI-decisioning platform SMARTSEER

Move designed to help partners leverage ROI through personalisation

German-based GIATA, one of the world's largest travel database with a focus on hotel data and content, has announced it has acquired SMARTSEER, a Travolution Award-winning AI decisioning platform.

SMARTSEER, previously BD4 Group, was sold to dnata Travel in 2018 before it was closed down in 2023. 

It relaunched soon after, the same year by Andy Owen Jones, Melanie Sickenberger and Stefan Henss, with the first two to join the GIATA leadership team, keeping their roles within SMARTSEER. 

The company will remain independent within the group and operate separately while working together closely with GIATA's executive team.

Amongst the excitement, Andy Owen Jones, co-founder of SMARTSEER and Mathis Boldt, CEO of GIATA spoke to Travolution.

The deal, which had been in the works for some time, came organically as the pair met on a work trip, at the time GIATA were looking to invest to "compliment" what it had, due to business growing "pretty nicely".

Boldt had expressed that looking to offer a truly personalised traveller experience, which isn't realised in the market yet, is what spurred the M&A.

"We were thinking we can personalise hotel descriptions and cater to different persona group but we can't solve the challenge prior, which is how do you know what someone is looking for and here, SMARTSEER obviously comes in so together, we offer a complimentary offering to our client base.

GIATA, which has been around for over three decades and has more than 20,000, can help broaden SMARTSEER's reach, said Boldt.

The duo revealed they "really clicked", which helped the deal seem like a natural fit for the two companies.

"Between the four of us [Michael Rehs, MD of GIATA] we have a lot of complimentary skills and complimentary experience in terms of backend technology side and Mathis' frontend B2C online players."

For Owen Jones, though, it's very much about how it will be a good home for the company as it is a "really nicely run business".

For Boldt, it was a very "deliberate" decision because his team "firmly believes" in the SMARTSEER, in its capabilities and its products.

In a Travolution exclusive, Owen Jones revealed that not only does it feel "very optimistic" but new products will be coming. 

He said: "I think we might well produce completely new products but we haven't decided how those will fit."

Earlier on in the chat, he revealed: "The plan is to grow. What we won't do is we won't grow the team in sales or marketing, or HR. 

"We will grow in product, in technology and in innovation."

The integration is said to be "light" and "seamless", thanks to both companies being based in Germany.

"We have a chance to play with their data but also, play with their people," said Owen Jones.

"Between us, we've come up with all sorts of new ideas.

"I think the proposition to our joint customers, is going to be very, very interesting," he added.

GIATA's main focus for the near future is on making it work and "providing incremental value for our customers and obviously their end travellers".

Together, the firms hope to "definitely" provide a truly personalised experience for travellers in the not too distant future

The full interview with Kate Harden-England is available to watch, below.