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Gold at ADC


Analyzing 3.4 billion rows of flight booking data from Amadeus from the past two years paid off.

Global travel technology leader Amadeus has taken a bold step in promoting data literacy by introducing Shin Walker, the world's first Chief Traveology Officer created entirely from travel data.



Born from millions of travel transactions, Shin Walker represents the synthesis of global travel patterns. His very appearance reflects the data: 61% male and 38% female characteristics, 41 years old, with features that blend East-Asian (43%), White (33%), and South-Asian (17%) attributes - mirroring the diversity of global travel.


Behind Shin's creation lies an unprecedented analysis of global travel patterns:

  • 3.4 billion rows of flight booking data spanning two years

  • Data from operations in 190 markets

  • Input from 150 different nationalities

  • Processing hundreds of millions of annual bookings

  • 10,000 human faces analyzed through AI algorithms



"When billions of travel bookings shape a human face, you're showing what data can do. This isn't about numbers - it's about making millions of journeys into something real. For Amadeus 16,000 employees, seeing data as a colleague changes how they think about their work," says Povilas Daknys, creative director at SEMIHUMAN.


Shin's role extends beyond being a technological showcase. As Chief Traveology Officer, he serves as the ambassador for Amadeus's data-driven future, helping employees understand how data shapes every aspect of modern travel. His presence in company communications and decision-making processes emphasizes that data isn't just numbers - it's the foundation of better travel experiences.



The initiative is part of Amadeus's larger transformation toward data-centricity, aiming to leverage their unique position processing over 70% of global flight booking data. Through Shin, abstract data concepts become tangible business insights that all employees can understand and apply.



© SEMIHUMAN 2025

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