The Asia-Pacific region has become the world’s leading digital travel market. And as it grows, the digital ecosystem is getting increasingly complex.
APAC travel marketers who want to maintain relevance in the minds of consumers often look across the wider plane of marketers for ideas and best practices but traditional consumer data doesn’t necessarily work for travel brands.
Travel marketers are faced with a very specific set of behaviors that make it almost impossible to use data in the same way marketers in other industries do. Knowing the relative data points helps to put marketing plans in the right context and also allows travel marketers to stay relevant in their communications with consumers
Read the full article at Mumbrella.Asia written by Adara chief marketing officer Carolyn Corda, who will be among the speakers at the Mumbrella Asia Travel Marketing Summit in Singapore on May 7, 2019.
About the Author
Carolyn Corda is chief marketing officer. As CMO, Carolyn leads global brand and product marketing initiatives including positioning, product marketing, public relations, social media presence and demand generation. Prior to Adara, she was a Managing Director at Accenture, senior executive at Epsilon, executive roles at Fair Isaac and Sabre and she also pioneered the first travel data co-op, Vistrio, which was co-founded with Sabre. Carolyn has been recognized for her thought leadership and has spoken on the subject of customer insight at industry conferences—including Skift, Phocuswright and EyeForTravel.