Strawberry selects Amadeus Agency360® Enterprise Edition to drive profitable demand and strengthen commercial decision-making across its hotel portfolio

October 14, 2026

1 min read

Steve Joseph

Corporate Communications - Amadeus

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Deployment at over 250 Strawberry hotel properties across the Nordic region, Lithuania and the Faroe Islands gives a unified view of market performance, helping sales teams identify opportunities, benchmark results and support commercial growth.

Strawberry, one of the largest hotel groups in the Nordic region, has selected Amadeus Agency360^® Enterprise Edition as its commercial intelligence platform across more than 250 properties.

The roll out, which took place on June 1, 2026, provides a unified view of market performance and helps commercial teams uncover opportunities across corporate, consortia and GDS channels and marks a significant expansion of Strawberry's use of Agency360^®, moving from a limited property deployment to a portfolio-wide implementation designed to support commercial decision-making at both hotel and group level.

As hotel groups manage increasingly diverse portfolios and growing volumes of market data, commercial teams need clear visibility into performance, competitive positioning, and sources of demand. With Agency360^® Enterprise Edition in use across its portfolio, Strawberry's commercial teams can compare performance against competitors and markets, monitor key corporate accounts, identify valuable travel seller activity, refine RFP strategies, and support budgeting, account management and business development initiatives throughout the year.

"At Strawberry, we are focused on building a data‑driven commercial organization that can adapt quickly to changing market conditions and uncover new growth opportunities. By extending Agency360^® across our portfolio, we have a more consistent view of demand trends, competitive performance, and corporate opportunities, helping our teams make more informed commercial decisions."

Peter Olofsson VP Distribution, Strawberry

"Hotels today need more than performance reporting. They need actionable intelligence that helps commercial teams understand market dynamics and prioritize the opportunities that can have the greatest business impact. Agency360 is part of the Amadeus Travel Intelligence portfolio, helping hospitality organizations transform travel data into actionable insights that support smarter commercial decisions. We are pleased to support Strawberry as it brings a portfolio‑wide approach to commercial intelligence and sales optimization."

Javier Campo SVP, EMEA, Hospitality, Amadeus

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