New Framework Unites Travel Brands Around Individual Customer Relationships With Actionable Insights and Metrics

ADARA, the enterprise-wide data solution for travel brands, announced Customer Yield Intelligence, a revolutionary framework for travel brands focused on the “Recognized Traveler.” Customer Yield Intelligence aligns travel brands around individual travellers for effective business strategies and execution across marketing, merchandising, analysis and more. Built on ADARA’s market-leading data co-op, CYI empowers travel brands to maintain independent value and increase customer relevance at the same time. CYI’s unifying, enterprise-wide framework serves to supercharge CRM efforts for travel brands, delivering significant impact across the business.

With a powerful combination of data analytics, audience insights, innovative advertising solutions, and robust measurement tools, ADARA’s Customer Yield Intelligence delivers a customer-centric solution that can scale with the enterprise’s needs. Developed to utilize ADARA’s own market-leading technology and analysis, the framework is based on 3 core pillars – Learn, Act, Measure – that integrate the entire ADARA product suite to drive measurable outcomes at the customer level. CYI introduces several new metrics to drive better business outcomes relevant in today’s competitive digital ecosystem.

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“With Customer Yield Intelligence ADARA empowers travel brands to provide a high-value relationship to today’s omnichannel consumer while creating an independent, profitable business model in the face of new competitors and data regulation,” said Layton Han, CEO at ADARA.

Recent research from Phocuswright found that six in ten travellers believe brands should tailor their experience based on personal preferences and past behaviors. At the same time, market pressures including GDPR regulation and platform dominance put pressure on travel brands as they work to drive more independent value in the market. CYI empowers travel brands to deliver the personalized experiences consumers expect without losing focus on profits and growth.

“Customer Yield Intelligence empowers travel brands to create deeper customer relationships while driving more revenue from their business,” said Scott Garner, Executive Vice President & Chief Commercial Officer at ADARA. “Powerful people-based insights create a comprehensive view of customers across brands, channels, and devices for a more effective, streamlined business strategy.”

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Customer Yield Intelligence provides brands with new business measurement scores including:

• Share Premium Index – Direct comparison of a single customer’s travel spending against competitors. Recognizes more valuable customers and untapped potential.
• Yield Premium Index – Compares share of destination-specific bookings at the customer level against the general market level. Direct indicator of a brand’s success in driving a greater sway in bookings against their competitors.
• Share of Wallet – Deepens yield to the customer level to better understand share of customer spending against overall market yields. Indicates influence on customer spending and guides efforts to increase the share of customer wallets.

With CYI, ADARA is able to help travel brands streamline and perfect customer level engagements to increase returns on marketing, maximize merchandising efficiency and improve on customer-based planning across the enterprise.

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