New Data for Airports - January 9th 2018 powered by ADARA
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New Data for Airports
powered by ADARA
January 9th 2018
+
SEARCH DATA
UNLOCKING CO-MARKETING INSIGHTS FROM ADARA DATA BOOKING DATA
Based on billions of data points across the global travel ecosystem, PROFILE DATA
we know travelers relevant to your market
Where they are Business
coming from vs. leisure
If they saw your
Where they
ads or visited
are going
your website
Other destinations
they search
Hotel rate
When and where Number of
they book nights they stay
WE CALL IT THE WORLD'S TRAVEL GRAPH
It provides a unique, holistic understanding of patterns, trends and behavior, and we’re adding to the bigger picture partner by partner
DATA CO-
OP
ACCESS TO 650M TRAVELERS EACH MONTH
Over 650 Million
monthly uniques
15M
1 Billion rich profiles 168M
that include, on average: 77M
30+ data points per profile
305M 15M
9 Billion travel
searches annually
5M
35M
500 Million air and hotel 11M
bookings annually
Airport Solutions
Traveller Audience Impact Route
Insights Extension Development
Who are your Reach Measure the Attract new
customers? your customers effectiveness airlines based
before or after of your on actual
their airport visit co-marketing demand
campaigns
5
Traveller Insights
Detailed insights of your customers
incl. preferences & loyalty status
6
TRIP PLANNING TIMELINES BY FLIGHT TYPE
Airport Flights
Trip Planning Timelines
Inbound
Outbound
-15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0
Day 0 = Flight Booking
Avg. Flight Search Avg. Hotel Search Avg. Hotel Booking Avg. Flight Departure
1Date Range: Apr. 2017 – Jul. 2017
2Insights based on ADARA travel network dataLEVERAGE BOOKING CURVES FOR SEQUENTIAL MESSAGING
Advanced Purchase Window Curve
(90 Day Lookback)
Inbound Traveler Outbound Traveler
100.00% 50% of bookings occur
20 days in advance
80.00%
% of Bookings
60.00%
40.00%
20.00%
0.00%
0
7
14
21
28
35
42
49
56
63
70
77
84
91+
Advanced Purchase Window
Message travelers post-purchase to reinforce their decision,
before they take off and after they land
2017 ADARA Data Co-OpBUSINESS VS. LEISURE ANALYSIS
Airport Flights
Business vs. Leisure Travel
Inbound 43% 57%
Outbound 42% 58%
0% 20% 40% 60% 80% 100%
% of Flight Bookings
Business Leisure
1Date Range: Apr. 2017 – Jul. 2017
2Insights based on ADARA travel network dataHOTEL LOYALTY MEMBERSHIP ANALYSIS
Airport Flights
Hotel Loyalty Membership Rates
100%
90% 27%
29%
80%
% of Flight Bookings
70%
60%
50%
40% 73%
71%
30%
20%
10%
0%
Inbound Outbound
% Non-Member % Hotel Loyalty Member
1Date Range: Apr. 2017 – Jul. 2017
2Insights based on ADARA travel network dataFLIGHT TRIP DURATION AND PARTY SIZE
Airport Flights Airport Flights
Avg. LOS Avg. # of Travelers
10.00 3.0
9.00
2.5
8.00
Avg. # of Travelers
7.00 ta 2.0
Avg. LOS
6.00 5.14 5.05
1.5 1.3 1.4
5.00
4.00
1.0
3.00
2.00 0.5
1.00
- -
Inbound Outbound Inbound Outbound
1Date Range: Apr. 2017 – Jul. 2017
2Insights based on ADARA travel network dataUNDERSTAND TRAVELER TYPES IN EACH AIRPORT
% SHARE OF BOOKINGS
1 78%
2 17%
Number of Travelers
Are they traveling solo? 3 3%
4 2%
As a couple? 5 0%
6 0%
With a family?
7 0%
8 0%
9 0%
0% 20% 40% 60% 80% 100%
% of Bookings
2017 ADARA Data Co-OpFIRST CLASS OR ECONOMY?
BOOKINGS
Knowing which travelers
are flying front-of-cabin business/first
gives you insight into the 8%
spending power of your
audience.
View by airline / route to
determine the most valuable
origin and destination economy/coach
92%
pairings and allow for
tailored creative.
2017 ADARA Data Co-OpAIRLINE LOYALTY TIER
Membership Status
Basic Tier 1 Tier 2 Tier 3 Tier 4
Insights into loyalty tiers
give you a view of
frequency of travelers to
%of Member UU 72% 11% 7% 7% 3%
determine how often
someone is exposed to
your messaging.
0% 20% 40% 60% 80% 100%
View by terminal for the
% of Travelers
most actionable insights.
60% of flyers do not have loyalty status
28% are earned tiers
2017 ADARA Data Co-OpAudience Extension
Reach your customers before or after
the airport visit
15AUDIENCE EXTENSION
Allow your concession … to target your …before they arrive
partners… …to target your
travellers… …once they haveairport.
at your left
customers… your website
16ADARATM Impact Measure the effectiveness of your co- sponsorship payments to airline partners
The Sponsorship Problem
1. How effective is
each campaign?
$ 2. What ROI is
generated for
your stakeholder
AIRPORT AIRLINE
/ constituencies?
Campaigns
No extrapolation is used at any point and all analytics are based on 1st party, deterministic data.HOW IT WORKS
AIRLINE PARTNERS
IMPRESSION DETAILED
/ VISIT ANALYTICS
1 2 3 4
View Impact reports
Provide your Airline Partners When a traveler views the Partner ADARA connects advertising
with ADARA Analytics Pixels to Airline ad, the ADARA pixels fire. impressions with all travel activity
place within ad tags (one time ADARA places a 3rd party cookie for this cookie to travel activity connected to your digital
setup) or records the impression / visit across its network of first party campaigns & detailed
event data partners traveler profiles
No extrapolation is used at any point and all analytics are based on 1st party, deterministic data.Airport Solutions
Traveller Audience Impact Route
Insights Extension Development
Who are your Reach Measure the Attract new
customers? your customers effectiveness airlines based
before or after of your on actual
their airport visit co-marketing demand
campaigns
20THANK YOU
Tobias Wessels
SVP Business Development
Tobias.Wessels@adara.com
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