Strawberry implements Amadeus Agency360 across 250+ hotels

Strawberry, a major Nordic hotel group, has completed a portfolio-wide implementation of Amadeus Agency360 Enterprise Edition. The deployment, finalized on June 1, 2026, covers more than 250 properties across the Nordic region, Lithuania, and the Faroe Islands.

The platform serves as a commercial intelligence tool, providing Strawberry’s teams with market performance data to compare results against competitors and markets. The system is designed to help identify opportunities across corporate, consortia, and GDS channels, while supporting RFP planning, budgeting, and account management at both the hotel and group levels.

Strawberry distribution director Peter Olofsson stated that the expansion aims to build a data-driven commercial organization capable of adapting to changing market conditions and uncovering new growth opportunities through a consistent view of demand trends and competitive performance.