ADARA launches new customer metric based on travel spending
ADARA, the global travel data platform, launched the ADARA Traveler Value Score, a new metric that measures the potential value of a customer based on their travel spending over time.
Drawing on ADARA’s unique access to billions of search, booking and loyalty data points from the world’s largest travel companies, ADARA Traveler Value Score is a single number that represents a customer’s capacity to spend on travel.
Layton Han, CEO of ADARA said, “We are proud to launch ADARA Traveler Value Score, to help travel suppliers gain a much deeper understanding of their customers. Travel executives and marketers only have insight into their customers to the extent they interact with their own brands; ADARA Traveler Value Score gives them a broader lens into their customers’ revenue potential.”
He concluded, “We believe ADARA Traveler Value Score provides an industry defining metric – a comprehensive view of the traveler never available before, which allows a full understanding of the value of a traveler over time. It’s a score that only ADARA could have developed,thanks to our unique, global data set–and we are proud to introduce it to the industry.”
ADARA Traveler Value Score brings together data points from more than 90 of the biggest travel companies worldwide to create and power a comprehensive view of travelers, based on a diverse set of travel related planning and booking behaviors.
Elizabeth Harz, ADARA President of Media & CMO said,“ADARA Traveler Value Score is ground-breaking. This new metric will enable travel marketers to understand their share of travel spend from existing customers and measure the quality of the customer being reached. They can integrate ADARA Traveler Value Score across their business to power overall marketing communications strategies.”
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