ADARA Impact Products Recognized as Innovative, Vital Tools for Tourism Marketing

6 March 2017

DMOs Hail Products’ Effectiveness in Optimizing Campaigns; Praise Prompts Increased Investment in Talent

Palo Alto, California, Monday 6th March, 2017 – ADARA, the world’s travel data co-operative, is the tourism industry’s newest, most powerful marketing ally. The company’s Impact products, which offer real-time data across search, purchase and loyalty to help measure and optimize marketing spend, have achieved unprecedented success since they launched in late 2015. The products’ game changing ability to provide increased traveler intelligence and a holistic view of website and media effectiveness were recognized in February with the Best Advertising Solution award at the 2017 World Tourism Forum.​

The Impact products have already been adopted by more than 70 customers globally. They include the Singapore Tourism Board, Destination Canada, the Ottawa Tourism Board, Tourism Spain, Discover Los Angeles, the Virginia Tourism Corporation, and the Bermuda Tourism Authority.​

Scott Garner, President of Data and Analytics at ADARA, says: “For the first time, DMOs are able to measure the true impact of their marketing campaigns using actual travel booking data. Our data co-op has enabled us to develop a product that provides DMOs with a unique and holistic understanding of travel patterns, trends and behavior. We do this by analyzing more than 500 million monthly unique traveler profiles from more than 100 of the world’s top travel businesses. We are proud of the success we have achieved with our product and the growth we are fueling for the travel industry.”

ADARA aims to continue the momentum generated by the success of Impact product and has also bolstered its team to continue growing its global presence. It has made several hires including Andria Godfrey, Account Director who will be responsible for providing comprehensive account management and strategic guidance for Impact clients. Andria brings to the team six years of destination marketing and research experience as Research Director for Georgia Tourism and, prior to that, as a member of research staff with Texas Tourism.


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 100 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.

Let’s Travel Together

ADARA is headquartered in Palo Alto, California and has 20 offices across North America, Europe, Middle East and Asia Pacific. Partners include Marriott, Etihad, United, American, Delta and Hertz.