Strawberry has implemented Amadeus Agency360 Enterprise Edition across more than 250 hotels in the Nordic region, Lithuania, and the Faroe Islands.
The deployment was completed on 1 June 2026.
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It replaces the group’s previous limited-property use of Agency360 with a portfolio-wide implementation.
Amadeus EMEA Hospitality SVP Javier Campo said: “Agency360 is part of the Amadeus Travel Intelligence portfolio, helping hospitality organisations transform travel data into actionable insights that support smarter commercial decisions.”
The platform gives Strawberry’s commercial teams access to market performance data across its hotel portfolio.
Teams can use the data to compare results with competitors and markets, review corporate account performance, assess travel seller activity, and identify opportunities across corporate, consortia, and GDS channels.
The system will also support RFP planning, budgeting, account management, and business development at hotel and group level.
Strawberry distribution director Peter Olofsson said: “At Strawberry, we are focused on building a data‑driven commercial organisation 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.”
In August, Strawberry said it is preparing to enter the Tampere market with a new site in the former Frenckell paper mill in Finland.
Scheduled to open in 2028, the project will be the group’s first hotel in the city.
Interior design work for the 168 rooms and suites has been assigned to Finnish agency Fyra.
