Technology

The tech company changing the game for tourism marketing

Travel data co-op, ADARA has launched a new initiative called the Destination Marketing Cloud, a comprehensive insights, execution and analysis suite of products to transform tourism marketing.

The Destination Marketing Cloud enables destination marketers to apply traveller behaviour intelligence across the Learn, Act, Measure and Modify process to win share of wallet and increase lifetime value.

Created for tourism brands, the Destination Marketing Cloud delivers robust searching and booking insights ensuring more accurate messaging, personalisation, targeting and insights.

“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,” said Leroy Bridges, Vice President of Digital & Communications at Visit St Pete/Clearwater.

“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 behaviors for all of our current and future guests.”

ADARA Destination Marketing Cloud is comprised of a number of products to provide tourism marketers with several market-leading capabilities, including:

• Measure Marketing Effectiveness: Connect digital media campaigns and website activity to visitors, flight bookings, room nights and hotel revenue from 750M+ monthly active travellers

• Gain Deep Traveller Insights: Unlock never-before-seen insights into the types of travellers that visit a destination and respond to digital marketing efforts

• Validate Media and Marketing Spend: Show a direct connection between consumers who have viewed digital campaigns or been to a destination website, and real visitors to the destination

“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,” said Jessica Schultz, Senior Vice President Media Strategy with MMGY.

“We look forward to the new platform providing us more visibility and insight into the observed, and potential behavior, of our client’s current and future guests.”

Tourism brands can see the ROI of website and media campaigns to know the drivers of 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 the most valuable visitors search, book, spend and travel.

“Typically, tourism brands have had to guess their total share of a particular market, getting only a partial view of consumer behavior and bookings. ADARA Destination Marketing Cloud delivers a much more comprehensive picture,” said Layton Han, CEO at ADARA.

“Now our tourism partners can learn, act, measure and modify their marketing with total confidence and a more accurate and personalised approach.”

SEE WHAT PEOPLE ARE SAYING

Destinations

Six Need To Know Travel Hacks for Hawaii

The Hawaiian Islands offer a myriad of travel options and experiences but these six hacks can help you get the most out of your island holiday.

Share

CommentComments

Events

Updates from The Hawaiian Islands

If you’re headed to the Hawaiian Islands in April, save the date for some of the aloha state’s best events.

Share

CommentComments

Aviation

Final chance to WIN a trip to Hawaii!

Australian travel agents have one week left to participate in our Extra Comfort incentive for the chance to win a 3 night escape to Waikiki!

Share

CommentComments

Travel Agents

Agent wrap: Virtuoso travel week, agents hit Japan, TTC deals + more!

You agents sure have been up to a lot this week, and we’ve got the photos to prove it! Can we tag along next time?

Share

CommentComments

Tourism

Flavour of the week

Whip out the finger buns and party poppers, it’s time to welcome some new hires!

Share

CommentComments

Hotels

ATO: keeping its eyes on rentals, hosts on platforms like Airbnb overclaiming tax

by Christian Fleetwood

The government is cracking down on shifty Australian property owners overclaiming on tax, while Travel Weekly’s editorial is slamming its reporter for pronouncing “gif” as “jif”.

Share

CommentComments

Aviation

News

Aussie airline in hot water for letting unaccompanied minors sleep in airport

by Christian Fleetwood

After being told to sleep in an airline meeting room, three boys were left to play forts for the night without their parents’ knowledge of their whereabouts.

Share

CommentComments

Aviation

News

Traveller busted smuggling human embryo into India

by Christian Fleetwood

Here’s your daily does of “WTF”: A man has been busted for smuggling a human embryo into India. The man claims this isn’t the first time, either. We usually just bring a toothbrush when we travel, but…OK.

Share

CommentComments

Destinations

Events

Holi: Hindu festival of colour’s springtime celebrations are underway around the world

by Christian Fleetwood

Happy Holi everyone! Here’s a rundown of how to make the most of the holi-day. Sorry, we can’t resist a good pun.

Share

CommentComments

Tourism

Research: 14 per cent of drunk purchases are travel related

After hearing that one couple actually purchased an entire hotel while under the influence, we no longer feel bad about our late-night kebab runs.

Share

CommentComments

News

Australia to review travel advice for Turkey following ANZAC comment

by Ali Coutlon

The Turkish President said that Australians visiting Gallipoli with anti-Muslim sentiments would return in a similar fashion to the ANZACs.

Share

CommentComments

Destinations

Excite and VisitBritain launch new agent guide

The new guide has a special focus on foodie and cultural adventures and to be honest, you had us at food.

Share

CommentComments