Global travel data platform Adara has unveiled a new metric that measures the potential value of a customer based on their travel spending over time.
Drawing on the firm’s access to billions of search, booking and loyalty data points from travel companies, Adara Traveler Value Score is a single number that represents a customer’s capacity to spend on travel.
Layton Han, chief executive of Adara, said: “We are proud to launch Adara Traveler Value Score, to help travel suppliers gain a much deeper understanding of their customers.
“Travel executives and marketers only have insight into their customers to the extent they interact with their own brands; Adara Traveler Value Score gives them a broader lens into their customers’ revenue potential.
“We believe this provides an industry defining metric – a comprehensive view of the traveller never available before, which allows a full understanding of the value of a traveller over time.”