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ADARA’s
Impact
Helps DMOs Measure
the
Most Effective Return on Their Marketing Spends
|
Idaho Tourism
Case Study: 50% of Visitors Book Mid-Tier Hotels,
33% Book Full-Service,
Midwesterners Pay the Highest Rates –
All of them
are Best Reached 5-6 Weeks Before Travel
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Mountain
View, CA – February 2016 / Newsmaker Alert / ADARA,
the global travel data platform, helped the Idaho Tourism connect its marketing
campaigns to actual travel activity, through ADARA Impact, an analytics
solution that combines the world’s largest set of first party travel data
across vendors and campaigns to help guide marketing strategies for DMO
and tourism board partners, while also optimizing results.
For
example, ADARA Impact helped Idaho Tourism understand that of its
top four media partners, two of them generated less than 58% of total impressions,
but nearly 86% of hotel bookings; another media partner generated the most
unique users, but drove the fewest bookings. Results of the ADARA Impact
study also demonstrate that the period 5 to 6 weeks leading up to travel
is a “sweet spot” for reaching Idaho Tourism high value travelers, in which
online marketing and advertising spends are most likely to be best optimized.
Complete
results of the Case Study can be found here.
“Since
utilizing ADARA Impact, our traveler intelligence has skyrocketed,
and likely, so will our return on investment,” said Josh Mercado, a member
of Idaho Tourism. “This tool lets us see inside our campaigns to identify
areas of exceptional performance as well as weaknesses and inefficiencies.
The better we understand the data, the better we become at targeting marketing
dollars to more effectively reach our highest value travelers – and the
more competitive we become with other destinations. Congratulations to
ADARA for developing a tool that affords this kind of insight, and impact.”
By
using ADARA Impact, Idaho Tourism gained unprecedented insight into
its digital campaign effectiveness, visitors, and travelers, including:
-
Clear
understanding of efficient media partners and sources with higher booking
rates
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Comprehensive
view of the Idaho visitor profile
-
Key feeder
markets with above-average hotel Average Daily Rates (ADR)
The study
revealed that:
-
Business
and leisure travelers to Idaho are relatively even, with 53% of visitors
identified as business travelers, and 47% leisure
-
50% of
visitors book mid-tier hotels and 33% book full-service
-
The average
length of stay is relatively short, 2.0 days with an ADR of $155 – and
although most visitors were from the West Coast and Pacific Northwest,
travelers from the Midwest paid the highest rates
“We
are excited to share the results of our Idaho Impact study,” said
Scott Garner, President, Data & Analytics at ADARA. “ADARA Impact
was developed for DMOs and with their input. It provides unique insights
into booking behavior across the traveler ecosystem to measure the effectiveness
of digital marketing campaigns – and to help them optimize revenue and
generate higher ROI. Thank you to Idaho Tourism for helping launch ADARA
Impact,
which has already yielded tremendous results.”
About
ADARA
ADARA
leverages global proprietary travel data to deliver increased business
performance through their innovative platform, and exceptional team. ADARA’s
Magellan platform transforms loyalty, search and booking data into actionable
insight allowing companies to better understand, reach and engage customers.
Magellan is fueled by first-party data from over 90 global travel brands,
including United, Delta, Ryanair, Accor, Marriott and Hertz. Founded in
2009, ADARA currently has 19 offices across the US, Europe, Middle East
and Asia, including its headquarters in Mountain View, California. For
more information, visit ADARA.com or
follow us on Twitter
@ADARAglobal.
Media
Contact:
Michael
Frenkel
MFC
PR – New York
for
ADARA
212-808-6559 |