News | OnlineAdara, the travel data startup, lands $23M in a Series C roundThis article was originally published onBy Sean O'Neil | September 14, 2015 Adara, maker of a business intelligence platform for the travel industry, has secured $23 million in Series C equity financing. World Innovation Lab (WiL), a venture capital firm founded two years ago with about $360 million under management, led the funding. Existing investors August Capital, Morgenthaler Ventures, ONSET Ventures, and QuestMark Partners also chipped in.The Mountain View-based startup crunches loyalty, search, and booking data to improve customer advertising re-targeting. CEO Layton Han has said that the company receives data directly from more than 90 global travel brands, such as Delta, United, Hyatt, IHG, and Marriott. [caption id="attachment_153857" align="aligncenter" width="450"] CEO Layton Han of Adara[/caption]Han has said his company tracks a half-billion travel bookings a year, and that it has more than 320 million "active traveler profiles" in its database.A case in point: Using Adara, a hotel could target a Twitter user (or a Facebook user) who had recently purchased a hotel room with a message promoting a room upgrade.For better results, the ad re-targeting can be improved with direct data on the traveler's status in the hotel's rewards program. RELATED: Action stations for travel data in 2015 -- An analysis by the COO of Adara.