ADARA launches new personalization framework for travel brands

Enterprise travel data solution provider ADARA has created a new framework to help brands deliver personalized experiences to their customers.

“Customer Yield Intelligence” combines data analytics, audience insights, advertising solutions and measurement tools to help brands engage with distinct traveler personas.

The solution uses ADARA’s platform that is based on anonymized, real-time search, purchase and loyalty data from more than 190 travel brands, which collects more than 30 data points per travel profile to create a comprehensive – but anonymous - view of the traveler.

“As we’ve talked to travel companies across the industry … what we often hear is I don’t need help putting heads in beds or butts in seats. I have lots of tools to do that,” says Scott Garner, ADARA’s executive vice president and chief commercial officer.

“What I need help with is filling the room, the plane with the right person. Finding the person that will generate the right type of yield to optimize my overall revenue. 

Garner says the CYI framework is built on three pillars: learn, act and measure.

To help brands learn about potential customers, ADARA has created a Traveler Value Score, which assesses a traveler’s revenue potential, and a Recognized Traveler profile that creates a single view of a traveler.

“We’ve also started to build up a unique identifier to attach to that - a hashed email if you will - which is very important because that type of identifier is what allows you to also reach that person on their inside platforms like Facebook and Google,” Garner says.

For enhanced measurement, ADARA has created new business scoring including Share of Wallet, Yield Premium Index and Share Premium Index.

“Travel companies were pioneers in the science of revenue management. What CYI does is applies some of that same logic but rather than doing it at the inventory level, trying to do it at the customer level,” Garner says.