Adara Europe Holds First European Partners Conference

Adara Europe Holds First European Partners Conference

Adara, which opened its European office in Dublin in 2013, brought together executives from dozens of the leading travel industry brands in Europe earlier this month at the first Adara Europe Partners meeting held at the Casa Fuster Hotel, Barcelona. ADARA European Conference 2014 copy


The conference, ‘Making Big Data Even Smaller’, focused on trends impacting on the use of smart, actionable data to effectively reach travellers worldwide – and included representatives from companies including Allianz, Amadeus, Cartrawler, Choice Hotels, Facebook, House of Kaizan, Intercontinental Hotel Group, KLM, Skyscanner and Vueling.

Tobias Wessels, Vice President, Adara Europe, said: “We were delighted to welcome a distinguished group of participants to our first European Partners meeting, for a two-day event that included thought leadership panels, open discussion on trends impacting the changing landscape of travel and technology in Europe, and valuable networking and business-building opportunities.

“Many of our partners shared that this was among the most informative, information-packed programmes they have attended all year – and we are already at work planning our second conference for 2015.”

Key takeaways at the conference included:

  • The confirmed importance of the rise of the mobile traveller – and the importance of gathering, analysing and applying data to target and retarget him/her at key moments of travelling planning, throughout the ‘booking funnel’.
  • The incredible complexity and speed of data accumulation, and the importance of speed and accuracy in using it to shape the decision-making of travel providers.
  • Behavioral and environmental factors impacting on the travel cycle, and a traveller’s responsiveness to offers.
  • The rise of the ‘sharing economy’ and its impact on the travel experience, and travel marketing.

Adara has more than 250 million monthly unique traveller profiles and more than 70 data partner relationships – including some of the most recognised names in the travel business. It is building momentum in the deployment of proprietary technology that makes data actionable to execute personalised marketing campaigns, while being privacy compliant.

Adara opened its European office based in Dublin in 2013 and has plans for expansion further into Europe, and in Asia, later this year. Its North American Partners Conference is scheduled for October 2014 in Las Vegas.

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NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

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