July 13, 2017
ADARA Expands Presence in Japan
New data partnerships and announcement of Senior Customer Success Manager hire make company a unique ally in travel marketing
Tokyo, Japan, July 14 2017—ADARA, the world’s travel data co-op, today announced an expansion of its Japanese operations with the appointment of Kenta Umezu as Senior Customer Success Manager. With over 18 years of experience at companies such as Microsoft, AOL Platforms, and Openx, Umezu will focus on strengthening existing client relationships. Umezu’s addition reinforces ADARA’s commitment to the region as Commercial Director, June (Junko) Morishita, continues to raise awareness of ADARA, while growing the company’s business footprint in the Japanese market.
As Japan prepares to host the 2020 Olympic Games in Tokyo, there is an increased focus on driving visitation to the country from travel marketers, airlines and tourism boards alike. ADARA’s travel data co-op, made up of search, booking and loyalty data from more than 500 million monthly unique travelers from +175 of the world’s top travel brands, is uniquely positioned to offer insights into traveler behavior in Japan’s dynamic travel market. With local data partners including Peach and Vanilla Air, and global travel brands with a Japanese presence, ADARA enables travel marketers to connect the dots in traveler behavior, painting a holistic picture of travelers as they pass through the travel booking funnel and allowing travel marketers to tailor and target their marketing campaigns at every step of the travel lifecycle.
“We are seeing notable success meeting the needs of airline marketers in Japan” said Layton Han, CEO of ADARA. “Both global airlines in Japan targeting outbound travelers and Japanese airlines targeting both inbound and outbound travelers are seeing strong growth and results and our enhanced presence in Japan will help to grow the country’s travel industry. With a better understanding of data, analytics, insight and measurement, we’re helping our clients make informed decisions around marketing and advertising targets.”
Han also revealed plans to expand ADARA Impact into Japan to support Japanese Destination Marketing Organizations (DMOs). ADARA Impact enables DMOs to view real-time data across search, purchase and loyalty in an effort to help measure and justify marketing spend. The expectation is that ADARA Impact will help DMOs meet the Japan government initiative and expectation to drive more inbound travel to Japan in the run up to Tokyo 2020 Olympics.
Preview: Japan Country Report
With strategic partnerships and a significant presence in Japan, ADARA has valuable and extensive insights into the Japanese travel market. In the coming weeks ADARA will release a comprehensive Japan country report with insights to help marketers capitalize on Japanese traveler patterns and activities. This data, culled from the ADARA data co-op, measures both inbound and outbound traveler behavior in Japan from June 1, 2016 - May 31, 2017.
Key findings of the report will include:
PROMOTIONS SHOULD BE TARGETED TO INDIVIDUAL TRAVELERS
- 65% of Japanese air passengers are individuals, 23% couples, 12% families
- 56% of hotel guests are solo travelers, 34% couples, 10% families
LEISURE GUESTS MAY BE A MORE PROFITABLE AUDIENCE THAN BUSINESS TRAVELERS
- 69% of Japanese airline passengers fly for personal or leisure purposes
- Leisure guests pay an average of $205/night compared to $180/night for a business guest
JAPANESE TRAVELERS BOOK A TRIP ALMOST A SEASON AHEAD AND START WITH FLIGHTS
- Flights are booked approximately seven weeks before departure (49.5 days)
- Hotels are booked within 1.4 days of the flight purchase, more than six weeks out
ADARA is the world’s travel data co-op providing a unique holistic understanding of travel patterns, trends and behavior. It’s a safe and secure way to share and analyze historical and real time data about more than 500 million monthly unique traveler profiles from more than 175 of the world’s top travel businesses. The ADARA data co-op fuels three core business areas: Advertising, Measurement & Analytics and Traveler Intelligence. Together they provide unparalleled access to insights and knowledge allowing travel marketers to increase marketing efficiency, maximize revenues and grow their brands.
Vice President, Global Marketing