Within the travel sector, sharing consumer data can be very helpful. Global data co-ops help travel marketers understand traveller behaviour better outside of their own data collection. Hotel companies can understand which restaurants their competitors like. Airlines can determine if their elite members are also flying competitor airlines. An amusement park can assess which nearby attraction is their biggest competitor on the weekends.
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About the Author
Darren Dunn
SVP, Travel and Tourism
Overseeing Destination Strategy at Adara, Darren brings over 18 years of travel industry experience working for companies such as FarePortal, WorldMate, Orbitz, and Expedia/Trip Advisor as part of Interactive Corp (IAC). The diversity of travel companies allowed him to gain valuable experience in the destination, air, and hotel businesses across the globe.
He has been in the digital marketing industry for over 18 years dating back to a company he co-founded in 1997, called iPromotions. A Seattle-based company, iPromotions was built up to a 45 person company and sold in early 2000 to 24/7 Real Media where Darren went onto various leadership roles.