Local and last minute may be two central trends amid mobile’s rise in travel, but smartphones and tablets are playing a growing role across all phases of travel planning. New Global Edition research from PhoCusWright indicates that while mobile transactions are disproportionately last minute, a significant volume of flight and hotel searches are occurring well in advance of departure.
In ‘Parsing Shop and Book: How Airlines, Hotels and OTAs Compete on the Desktop and Mobile Web’, PhoCusWright partnered with Adara to analyse some 2.5 billion online search and booking events across US airline, hotel and online travel agency desktop and mobile websites. The report provides in-depth search and booking behaviour segmentation by channel (OTA, airline and hotel websites), device OS (Windows, Mac, Android and iOS) and loyalty (non-members, members and elite members of airline and hotel loyalty programmes).
Founded as Opinmind in the USA in 2005 and rebranded in 2009, Adara is based in Mountain View, California, and opened its first international office, serving the EMEA region, in Dublin on 1st August 2013, where it now employs 12 staff. Another office is planned to open in Singapore as its Asian hub.
Tobias Wessels, Managing Director – EMEA, told Irish Travel Trade News: “Adara works with leading brands in travel, automotive, retail, financial services and other sectors that want to reach target audiences by leveraging our proprietary data and targeting platform. Adara is the only scalable solution that uses first-party data directly from more than 70 leading travel companies to help our clients achieve their digital marketing goals.”
The Adara Audience Plastform uses proprietary first party data collected from 70 data suppliers including major airlines, hotels and metasearch engines to connect online advertisers with known online shoppers. Some 275 million data points are collected every 30 days, of which 100 million or so are in Europe, including approximately 50% of ex-Ireland flight bookings.
The information collected includes, for example, whether a flight booking is for an individual, family or group (but not the name or credit card details), loyalty programme data, and historical purchase patterns.