As we roam the internet, much of our experience is personalized to our preferences. Our search results are personalized to our past behavior and locale. Our social media news feed is personalized our most recent likes and hearts. Streaming content is personalized based on what people like us are watching or listening. Products are suggested to us based on what we’ve purchased in the past. While major platforms and retailers have led us to expect personalization, we crave personalized experiences as it reduces the number of decisions we have to make to complete a purchase, and it helps us find experiences more relevant to our preferences.
Research from Adobe suggests that not only do most consumers expect personalization but that 42% of respondents said they would be frustrated if their experience was not personalized while 26% of users who placed mid to high importance on contextual content said that they would be less likely to purchase. Moreover, in a survey of more than 7,000 consumers by Salesforce found that 57% of consumers are willing to share personal data in exchange for personalized offers or discounts.
While customers are increasingly demanding personalized engagement, travel brands have struggled to gain a single view of the customer. Over the last decade, online travel platforms did a great job to make it more convenient to shop for travel services, but sacrificed personalization for scale. As the industry moves towards more sophisticated personalization, two main components are needed:
- A deep level of insights about the traveler
- The machine learning capabilities to predict traveler behavior
The challenge is that only a small percentage of customers will engage with a single brand at the levels where that brand can adequately personalize their interactions. So even with the most modern technology, it will always be a challenge to unlock consumer preferences because the data-set is incomplete.
Evolving the World’s Travel Data Co-Op
Adara, with over 750 million Recognized Traveler Profiles from over 200 brands, sits at the center of the travel ecosystem and can now provide predictive intelligence across a gamut of traveler preferences. earn more about how the Adara Recognized Traveler Graph works. In the past, Adara Data Signals were primarily used for driving acquisition through advertising. Real-time actions of consumers could be leveraged to develop in-market signals. We have now developed innovative traveler signals and preferences from the data co-op that can be leveraged across multiple areas of a travel enterprise including Marketing, CRM, Loyalty, Revenue Management, and Customer Service.
And, so far, its working. Adara has seen between 10 to 25% conversion rate improvements at leading brands utilizing our data signals to improve their knowledge of the customers and then personalize their offers and experiences.
Leveraging New Adara Data Signals
We have developed various scores and propensities that are already being used in the market for a wide variety of use cases:
- Personalize offers and messages to improve conversion, increase revenue, and improve customer lifetime value by targeting customers based on their value to your brand, with the Adara Traveler Value Score
- Address the right lapsed customers with Adara Traveler Value Score via owned channels, like email
- Personalizing lapsed user communications based on their most recent travel intent activity, business or leisure
- Send timely email offers when your customer is in-market for travel with help of an in-market signal
- Real-time web and mobile personalization, as well as cross channel follow-up, for those at risk of defecting to alternate channels away from your direct booking path
How to Get Started
Email Personalization Quick Start Program
It’s easy to get started with Adara data through email personalization. Enhance your CRM data and communication programs with Adara the Predictive Traveler Intelligence service with no API integration required. Predictive Traveler Intelligence can be returned as a single batch file.
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Direct API access for Website Personalization
Direct API integration is available for website personalization with Predictive Traveler Intelligence Signals designed to improve customer experience and on-site conversion.
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Partner Integrations
Adara currently has integrations with Adobe, IBM, Farelogix, and key martech and travel ecommerce vendors.
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