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A major hotel with city center property in downtown L.A. wants to push up its occupancy rate and has been using traditional marketing channels, including OTAs.
Good strategy – but at times it can also feel like firing shots at a dartboard . . . relying on someone else’s channels, their targeting, and their data, to help produce topline results.
What if the hotel could reach out to specific travelers it knew were traveling frequently from New York to L.A., could reach them through data supplied by the their preferred airline, and could do so at times when travelers are most likely to book hotels – or even when they’re just online surfing for news and information?
Doing so would require sifting through reams of data and essentially being able to predict when a traveler is most likely to be disposed to buy, and what she is looking for. And that in turn would require a complete view of the customer — a deeper understanding that brings together billions of seemingly random bits of information available in the marketplace.
Does such a methodology exist? Yes, it does.
And in fact, what emerges from billions of “bits and pieces” of information, is a picture of a traveler that is not fragmented or random – but instead, rational, and yes, predictive.
At Adara, we call it the holistic traveler.
Just as travel is experientially rich for the consumer, it is an incredibly data-rich environment for marketers and travel providers.
As the example above suggests, travelers have a complex decision path, which potentially involves dozens of steps in planning even a single trip.
Variables include which websites and applications consumers visit to book air, hotel, and ground transport; what prices they will accept, or reject, and in what timeframe; how long they choose to extend the booking window; which offers they accept in planning activities and itineraries – and going to their social networks to get recommendations and points of view on the most desirable destinations.
Each of these decisions generates huge quantities of data; the critical issue is how to harness the data so it is meaningful to engage travelers at key decision points.
According to Adara, a leader in connecting brands with targeted audiences worldwide, what emerges from the data is a mutually reinforcing value chain: The traveler who generates the data; the travel provider who accumulates it; and the marketer, who transforms it into usable information that creates profits for travel partners – and better experiences for the traveler herself.
In fact, Adara, has more than 225 million monthly unique traveler profiles, and 70 data partner relationships with leading travel providers. Partners include major hotels brands, and international air carriers such as Delta, RyanAir, Marriott, Hilton and more.
One of Adara’s airline partners provides a great end-to-end example of the power of a comprehensive approach to effectively targeting the traveler. The airline, a major worldwide carrier, is at once a data provider, and an onsite placement partner for advertising; and they have run targeted display, social, and dynamic ad campaigns.
For them, the yield in being able to use real-time information to predictively target travelers, also in real-time, has been phenomenal.
Are you ready to access the power of high quality data and advanced analytics?
Then welcome to the world of the holistic traveler.
This content is created collaboratively in partnership with our sponsor, ADARA.