Adara, a provider of traveller intelligence for the travel sector, has launched Adara Destination Marketing Cloud, an analytics suite of products for tourism marketing.
The Destination Marketing Cloud enables destination marketers to apply traveller behaviour intelligence to increase share of wallet and maximise lifetime value of the customer.
Created for tourism brands, the Destination Marketing Cloud delivers searching and booking insights that ensure messaging, personalisation and targeting.
Leroy Bridges, vice president of digital and communications at Florida-based Visit St Pete/Clearwater, said: “We are excited about the Adara Destination Marketing Cloud providing us a much more complete view of our tourism market to inform our entire marketing strategy and process.
“This new direction from Adara enables us to confidently plan, target, optimise and analyse our marketing initiatives based on a more complete understanding of searching and booking behaviours for all of our current and future guests.”
Adara Destination Marketing Cloud is comprised of products that provide tourism marketers with several market-leading capabilities, including measuring marketing effectiveness, gaining deeper traveller insights and validating media and marketing spend.
The “Measure Marketing Effectiveness” capability connects digital media campaigns and website activity to visitors, flight bookings, room nights and hotel revenue from more than 750 million monthly active travellers.
“Gain Deep Traveller Insights” allows tourism brands to unlock “never-before-seen” insights into the types of travellers that visit a destination and respond to digital marketing efforts, said Adara.
Lastly, “Validate Media and Marketing Spend” shows a direct connection between consumers who have viewed digital campaigns or been to a destination website, and real visitors to the destination.
Senior VP of media strategy with MMGY Jessica Schultz added: “We are excited to have been a part of the process leading up to the release of this platform. The Adara Destination Marketing Cloud is a great evolution of the Adara service suite.
“Adara services have always been a valued component of our planning and measurement of client campaigns. We look forward to the new platform providing us more visibility and insight into the observed, and potential behaviour, of our client’s current and future guests.”
Tourism brands can see the ROI of website and media campaigns to know what drives higher booking rates and visitation. With Adara Destination Marketing Cloud, marketers can identify which competitive destinations and origin markets are driving revenue most efficiently, and understand how visitors search, book, spend and travel.
Layton Han, chief executive officer at Adara, said: “Typically, tourism brands have had to guess their total share of a particular market, getting only a partial view of consumer behaviour and bookings. Adara Destination Marketing Cloud delivers a much more comprehensive picture.
“Now our tourism partners can lean, act, measure and modify their marketing with total confidence and a more accurate and personalised approach.”