new data for airports€¦ · new data for airports powered by adara january 9th 2018. wherethey...
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New Data for Airportspowered by ADARA
January 9th 2018
Where they are coming from
Where they are going
Other destinations they search
When and where they book
Businessvs. leisure
Hotel rate
Number of nights they stay
If they saw your ads or visited your website
Based on billions of data points across the global travel ecosystem, we know travelers relevant to your market
UNLOCKING CO-MARKETING INSIGHTS FROM ADARA DATAPROFILE DATA
SEARCH DATA
BOOKING DATA
DATA CO-OP
WE CALL IT THE WORLD'S TRAVEL GRAPHIt provides a unique, holistic understanding of patterns, trends and behavior, and we’re adding to the bigger picture partner by partner
ACCESS TO 650M TRAVELERS EACH MONTH
15M
35M 5M
15M
168M 77M
11M
305M
Over 650 Million monthly uniques
9 Billion travelsearches annually
500 Million air and hotel bookings annually
1 Billion rich profiles that include, on average:30+ data points per profile
TravellerInsights
AudienceExtension
RouteDevelopment
Impact
Airport Solutions
Who are yourcustomers?
Measure the effectiveness
of yourco-marketing campaigns
5
Reachyour customersbefore or after
their airport visit
Attract new airlines based
on actual demand
6
Traveller Insights
Detailed insights of your customers incl. preferences & loyalty status
TRIP PLANNING TIMELINES BY FLIGHT TYPE
-15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0
Outbound
Inbound
Day 0 = Flight Booking
Airport FlightsTrip Planning Timelines
Avg. Flight Search Avg. Hotel Search Avg. Hotel Booking Avg. Flight Departure
1Date Range: Apr. 2017 – Jul. 20172Insights based on ADARA travel network data
LEVERAGE BOOKING CURVES FOR SEQUENTIAL MESSAGING
2017 ADARA Data Co-Op
Message travelers post-purchase to reinforce their decision, before they take off and after they land
50% of bookings occur20 days in advance
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
0 7 14 21 28 35 42 49 56 63 70 77 84 91+
%ofB
ookings
AdvancedPurchaseWindow
AdvancedPurchaseWindowCurve(90DayLookback)
InboundTraveler OutboundTraveler
BUSINESS VS. LEISURE ANALYSIS
42%
43%
58%
57%
0% 20% 40% 60% 80% 100%
Outbound
Inbound
% of Flight Bookings
Airport FlightsBusiness vs. Leisure Travel
Business Leisure
1Date Range: Apr. 2017 – Jul. 20172Insights based on ADARA travel network data
HOTEL LOYALTY MEMBERSHIP ANALYSIS
71% 73%
29% 27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Inbound Outbound
% o
f Flig
ht B
ooki
ngs
Airport FlightsHotel Loyalty Membership Rates
% Non-Member % Hotel Loyalty Member
1Date Range: Apr. 2017 – Jul. 20172Insights based on ADARA travel network data
ta
FLIGHT TRIP DURATION AND PARTY SIZE
5.14 5.05
- 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00
10.00
Inbound Outbound
Avg.
LO
S
Airport FlightsAvg. LOS
1.3 1.4
-
0.5
1.0
1.5
2.0
2.5
3.0
Inbound Outbound
Avg.
# o
f Tra
vele
rs
Airport FlightsAvg. # of Travelers
1Date Range: Apr. 2017 – Jul. 20172Insights based on ADARA travel network data
UNDERSTAND TRAVELER TYPES IN EACH AIRPORT
2017 ADARA Data Co-Op
Are they traveling solo?
As a couple?
With a family?
0% 0% 0% 0% 0% 2% 3%
17% 78%
0% 20% 40% 60% 80% 100%
9
8
7
6
5
4
3
2
1
% of BookingsN
umbe
r of T
rave
lers
% SHARE OF BOOKINGS
FIRST CLASS OR ECONOMY?
2017 ADARA Data Co-Op
Knowing which travelers are flying front-of-cabin gives you insight into the spending power of your audience.
View by airline / route to determine the most valuable origin and destination pairings and allow for tailored creative.
business/first8%
economy/coach92%
BOOKINGS
AIRLINE LOYALTY TIER
2017 ADARA Data Co-Op
Insights into loyalty tiers give you a view of frequency of travelers to determine how often someone is exposed to your messaging.
View by terminal for the most actionable insights.
60% of flyers do not have loyalty status28% are earned tiers
72% 11% 7% 7% 3%
0% 20% 40% 60% 80% 100%
%of Member UU
% of Travelers
Membership StatusBasic Tier 1 Tier 2 Tier 3 Tier 4
15
Audience Extension
Reach your customers before or after the airport visit
AUDIENCE EXTENSION
16
Allow your concession partners… …to target your
customers……once they have left
your website
… to target your travellers…
…before they arrive at your airport.
Measure the effectiveness of your co-sponsorship payments to airline partners
ADARATM Impact
The Sponsorship Problem
No extrapolation is used at any point and all analytics are based on 1st party, deterministic data.
AIRPORT AIRLINE
Campaigns
$1. How effective is
each campaign?
2. What ROI is generated for your stakeholder / constituencies?
HOW IT WORKS
No extrapolation is used at any point and all analytics are based on 1st party, deterministic data.
View Impact reports with all travel activity
connected to your digital campaigns & detailed
traveler profiles
4DETAILED
ANALYTICS
Provide your Airline Partners with ADARA Analytics Pixels to place within ad tags (one time
setup)
1
AIRLINE PARTNERS
ADARA connects advertising impressions
for this cookie to travel activity across its network of first party
data partners
3When a traveler views the Partner Airline ad, the ADARA pixels fire. ADARA places a 3rd party cookie or records the impression / visit
event
2IMPRESSION
/ VISIT
TravellerInsights
AudienceExtension
Impact
Airport Solutions
Who are yourcustomers?
Measure the effectiveness
of yourco-marketing campaigns
20
Reachyour customersbefore or after
their airport visit
RouteDevelopment
Attract new airlines based
on actual demand
