This week, Travolution caught up with ADARA chief marketing officer Carolyn Corda a year on from the last time we spoke to her after the first UK lockdown started.
Twelve months on we take the temperature of the travel sector looking at UK search and booking data so far during 2021.
It shows the extent to which resilient pent-up demand for travel during the COVID-19 crisis continues to await the green light to travel.
The ADARA data also all sheds some light on how the pandemic has changed how consumers want to travel and some other key trends that travel brands need to look out for.
As the UK travel market looks forward to re-opening amid ongoing uncertainty, Corda explains why actionable insights from data is more vital today than ever before to help travel firms plan and react.