European Cities Marketing, the association for Tourist Boards, Convention Bureaux and City Marketing Organisations in Europe just signed an agreement with ADARA, the world’s travel data co-op.
ADARA provides the travel and tourism industry with greater visibility into the needs and wants of in-market travel consumers. They provide a unique, holistic understanding of patterns, trends, and behaviour. Traveller resolution gets clearer and more precise with each partner that joins.
ADARA combines data from airlines, hotels, car rental companies and Online Travel Agents – just to mention a few – and creates insights into how visitors search, book and behave. ADARA’s data helps DMOs reach different kinds of travellers and tracks their behaviour on their booking journey.
Under the deal, ADARA provides ECM member cities with regular reports as defined with the Research & Statistics Knowledge Group: a quarterly report of the tourism intelligence. This particular report details travellers in the ADARA ecosystem from the United States searching and booking flights and hotels to Europe in a quarter. ECM members now have detailed transactions and information on how long people stay in hotels, how much they spend on accommodations, how long it takes them to book from the day they search – all based on real time booking data.
Commenting on the partnership agreement, ADARA’s Vice President Destination Analytics, Ted Sullivan added: “ADARA’s goal is to help change the way destination marketing organisations are measured. We’re working with DMOs to utilize travel data for targeting the best travellers and measuring the success of their marketing campaigns. Our relationship with the ECM allows us to identify the unique needs, challenges and opportunities within their member cities and their offerings. As new members of ECM the ADARA team looks forward to creating many new partnerships and success stories in the European tourism industry.”
In welcoming the new partnership, the ECM President, Petra Stušek, declared: “Data are the more precise way to know who our destinations’ visitors are. Solutions from ADARA help destination marketers attract high-value visitors and measure marketing effectiveness and revenue generated by their campaigns. Destinations have the data and insights they need to optimize their media strategy and drive quality visitation and interest in their market.”
*European Cities Marketing is a non-profit organisation improving the competitiveness and performance of leading cities of Europe by providing a platform for convention, leisure and city marketing professionals to exchange knowledge, best practice and widen their network to build new business. European Cities Marketing is promoting and linking the interests of members from more than 115 major cities in 39 countries.
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