PATA has partnered Adara, a data solution for travel brands, to empower its members with destination visitor data which can be used to better drive marketing campaigns.
As part of the agreement, Adara will work with PATA to encourage its members to contribute data to the Adara travel data co-op. Adara will use the data to develop co-branded country and regional market intelligence reports, which will be made available exclusively to PATA members.
“As many organisations focus their marketing efforts on digital marketing strategies, the access to quality data and proper analysis is fundamental to making smart business decisions,” said PATA CEO Mario Hardy.
“Our partnership with Adara will provide a more holistic view of the patterns, trends and behaviour of travellers for our members, helping them better plan their marketing strategies to achieve maximum return on their marketing investments.”
Built on the world’s richest travel data co-op, Adara offers people-based insights for travel companies and destinations as it derives travel patterns, trends and behaviour from more than 750 million monthly unique traveller profiles across more than 190 travel brands.
Layton Han, CEO of Adara, commented: “The partnership with PATA is an example of how sharing data safely and securely between disparate but linked data-sets helps to unlock actionable insights that would otherwise remain hidden in silos in individual companies and destinations. Adara is thrilled to be partnering with PATA and is dedicated to the Asia-Pacific region as we continue to grow and scale internationally.”