Data analytics partnership offers new "holistic" insights for DMOs

Travel data co-op ADARA and travel market research firm Longwoods International are collaborating to give destination marketing organizations a deeper understanding of their visitors and the effectiveness of marketing campaigns.

ADARA gathers real-time data about more than 750 million monthly unique traveler profiles from more than 190 of the world’s top travel brands. The company’s measurement product, Impact, helps destination marketers understand flight and hotel bookings, revenue brought in by marketing campaigns and the effectiveness of websites.

Longwoods International conducts a quarterly study on business and leisure travelers as well as research on advertising effectiveness, brand strategy and ROI in 12 countries around the world. 

Now the two companies will work together to provide a more holistic analysis for DMOs.

“With complementary offerings and a roster of mutual clients, our partnership with Longwoods is a natural fit and the first of its kind in the travel space,” says Layton Han, CEO of ADARA.

“There’s power in numbers when it comes to data, and ADARA’s mission is to offer destinations the most comprehensive network of data from the world’s top travel brands. Real-time analytics from ADARA are combined with Longwoods’ market research for an unrivaled breadth of insights, granting DMOs the resources to bridge the gap between data sources and maximize the growth of their destination.”