The platform, entitled travel audience, was unveiled at last week’s Travel Technology Europe, which Clare de Bono, Amadeus head of product and innovation, said was timely given the recent investigation into how some brands were inadvertently being placed next to terrorism-themed videos on YouTube.

Two weeks ago The Times revealed some “household names unwittingly pay extremists and pornographers” through programmatic advertising – an automated method for buying digital adverts, with a number of travel brands among those affected.

De Bono insisted however that Amadeus’s platform was “brand safe”.

“Your brand won’t get put next to a Jihadist video, it’s a completely safe environment,” she said.

The new offering enables companies to target online travellers through programmatic advertising, however Sandro Cuzzolin, head of strategic projects at Amadeus, was keen to highlight it uses extensive whitelisting, a brand safe Premium Publisher Network of 300 selected partners and 650 private place market deals, including newspaper websites

Travel audience displays bookable offers, with real-time pricing – “our advantage is that we get live fares, dynamically and in real time”, Cuzzolin added.

“We are currently working a lot with tourist boards too. And UK customers are really keen to experiment, and you can set it up in a day.”

De Bono said demand was high as a result of escalating advertising costs on the likes of Google.

Travel audience employs 80 people and has 300 clients. It was founded in 2011, and up until last week was only available in  Austria, Italy, France, Switzerland, Scandinavia, Benelux, Spain, Russia and Germany, which houses the HQ.