ADARA IMPACT. What a difference data can make

Transcription

1 ADARA IMPACT What a difference data can make

2 A NEW WAY OF MEASUREMENT OLD WAY Impressions Clicks CTR NEW WAY 11,700 confirmed hotel bookings ADR increase of $20 LOS increase of.3 days Avg. occupancy increase of.5 people

3 UNLOCKING THE HIDDEN VALUE IN CROSS-INDUSTRY DATA 9B 500M+ 1B Travel Searches Annually Monthly Uniques Traveler Profiles First Party Data Partnerships

4 ADARA IS THE WORLD'S TRAVEL DATA CO-OP WITH A SIMPLE VISION OF GROWING THE TRAVEL INDUSTRY TOGETHER HOSPITALITY AIRLINES TRANSPORT GENERAL

5 TRACKED COMPONENTS PAID MEDIA WEBSITES Domestic Mexico Canada Visitarizona.com VisitArizona.com/SpringTraining Azexpedition.com SOCIAL Facebook

6 PLAN Develop your digital marketing strategy TAG Place ADARA Impact trackers on all of your media properties and partners Social Destination Site Video ADARA connects your marketing activity to travel activity across our travel data co-op of 100+ global partners MEASURE with ADARA Impact Hotel Searches & Bookings Hotel Revenue Origin Markets Website Visits RUN Execute your campaigns with the ADARA Impact trackers Display & Native Search Flight Searches & Bookings Traveler Profile

7 KEY VERTICALS IN THE IMPACT PLATFORM Trip Profiles Market Insights Trip Planning Window Top Origin Markets Advance Purchase Timeline Top Destination Markets Booking Attribution Curves Alternate Searched Markets Average Daily Rate (ADR) Top Alternate Booked Markets Length of Stay # Searches # Bookings Total Nights Total Travelers Hotel Revenue

8 HOTEL AND FLIGHT DATA ATTRIBUTED TO ARIZONA MEDIA 19,720 hotel bookings 28,541 flight bookings $7.3 million hotel revenue Date range: 2/1/2017-6//30/2017 Data is not final

9 COMPOSITION OF BOOKINGS BY MEDIA PARTNER Media Vendor A Media Vendor A Media Vendor B Media Vendor B Media Vendor J Media Vendor K Media Vendor C Media Vendor C Media Vendor D Media Vendor K Media Vendor D Media Vendor E Media Vendor E Media Vendor F Media Vendor H Media Vendor J Media Vendor F Media Vendor I Media Vendor G Media Vendor H Media Vendor I Flight Bookings Hotel Bookings Date range: 2/1/2017-6//30/2017 Data is not final Media Vendor G

10 QUALITY OF BOOKING BY MEDIA PARTNER Partner Name Media Partner A Media Partner B Media Partner C Media Partner D Media Partner E Media Partner F Media Partner G Media Partner H Media Partner I Media Partner J Media Partner K Avg Length of Avg # Stay (Days) Travelers ADR $95.90 $ $ $ $ $ $ $ $ $ $ Total Total Impressions Estimated Estimated Total Revenue Per Hotel Travelers Nights Night ,021 1, ,279 6, , ,498 2, ,278 9, ,353 Date range: 2/1/2017-6//30/2017 Data is not final $5, $18, $1,513, $301, $95, $5, $5, $1,017, $1,690, $21, $1,878, ,188 3, ,031 4,846 6,708 4,

11 DOMESTIC TRIP PLANNING IN DAYS Media influenced visitors spend a comparable amount searching for their flights and hotels, with both bookings being made around a month in advance. Hotel Air search to search to book: 8.1 book: 13.3 search to book: 13.4to search book: 7.3 advance purchase: 41.8 advance purchase: 29.9 advance purchase: 33.2 advance purchase: 36.4 Date range: 2/1/2017-6//30/2017 Data is not final

12 MEDIA INFLUENCE INTERNATIONAL MARKETS TRIP PLANNING Date range: 2/1/2017-6//30/2017 Data is not final

13 A CLOSER LOOK AT ARIZONA S DOMESTIC MEDIA INFLUENCED TRAVELERS $ ADR 2.1 Night LOS Hotel Bookings Date range: 2/1/2017-6//30/2017 Data is not final 1.6 travelers per party on average

14 TOP DOMESTIC MEDIA INFLUENCED MARKETS SEA ADR: $231 LOS: 2.3 nights MPL ADR: $173 LOS: 1.8 nights SFO ADR: $219 LOS: 2.1 nights LAX ADR: $175 LOS: 2.2 nights Top flight origin markets CHI ADR: $233 LOS: 2.4 nights DEN ADR: $199 LOS: 2.2 nights PHX NYC ADR: $148 LOS: 1.8 nights TUC ADR: $142 LOS: 1.6 nights DAL ADR: $219 LOS: 2.1 nights Top hotel origin markets Date range: 2/1/2017-6//30/2017 Data is not final ADR: $195 LOS: 2.1 nights

15 MEDIA INFLUENCE INTERNATIONAL ORIGIN MARKETS TRAVEL BEHAVIOR Flight bookings. Date range: 2/1/2017-6//30/2017 Data is not final

16 UNDERSTANDING ARIZONA S ALTERNATE DESTINATIONS Total Canada Mexico Date range: 2/1/2017-6//30/2017 Data is not final

17 CONTINUING WITH IMPACT CONTINUING WORK WORK WITH ADARA IMPACT Continued campaign evaluation for ongoing campaign management Leverage website audience data for visitor insights Expansion of tracking into non-traditional digital media channels