Employee Spotlight – Lionel Hoellinger
Lionel, tell us what you do at travel audience!
My role consists of strengthening the relationship between travel audience and its mothership Amadeus. I do this by scoping, prioritizing and managing the ways we leverage Amadeus data, content or products for advertising. But also the other way around, I bridge the gap by bringing back to Amadeus the digital insights we acquired through our advertising developments. We can learn a lot of things from each other, and it is very exciting to see both teams come closer every day.
How does this help travelers?
The goal is to get more insights on travelers, so that we can provide them with the most relevant offers, at the right time and at the right place.
Tell us about your background.
I am a French generalist engineer, and I joined Amadeus 10 years ago, first as a product manager for search products, then in corporate strategy and finally in the mobile team. Before Amadeus I had diverse roles in banking, consulting and public sector. After these diverse experiences, I would say my main skill today is product strategy.
What is your big project at travel audience? Your big challenge?
That would be the DFA. The Data Foundation for Advertising represents all the different ways Amadeus can provide valueable areas for advertising. We have found a lot already, but there are always new things to discover. As an illustration, we leverage Amadeus unique travel industry market coverage to build probabilistic models to deduce the likelihood of someone being a frequent, business, luxury traveller etc.
How long have you been working at travel audience?
I officially started at the beginning of 2017, but I was already quite involved before that as part of my mobile activities at Amadeus.
Why did you choose the travel industry?
I heard about an opportunity at Amadeus when meeting a friend by chance while travelling, in Schiphol airport. How ironic…
Why did you choose travel audience?
I think Ad tech is interesting for two reasons:
1) It is a key next step for all distribution / ecommerce players like Amadeus, and
2) the capability to deduce from a series of signals the actual user behaviour is fascinating.
What is your favourite travel destination?
Enjoying the midnight sun in Iceland
What is your travel tip / #travelhack
I enjoy finding great jogging paths in the cities I am travelling to, so if you need one, just ask me.
What is the best thing about your job?
Ad tech is a very dense and complex industry, and I enjoy learning every day from discussions with colleagues and external partners.
What is your hidden talent?
I always carry on, as an ultra-trail runner …
What have you not told your colleagues?
I also hold a mountain guide diploma, and a Master’s of Sociology of Organizations, but that’s another story.