PATA partners travel data company to help partners unlock insights

PATA has partnered Adara, a data solution for travel brands, to empower its members with destination visitor data which can be used to better drive marketing campaigns.

As part of the agreement, Adara will work with PATA to encourage its members to contribute data to the Adara travel data co-op. Adara will use the data to develop co-branded country and regional market intelligence reports, which will be made available exclusively to PATA members.

“As many organisations focus their marketing efforts on digital marketing strategies, the access to quality data and proper analysis is fundamental to making smart business decisions,” said PATA CEO Mario Hardy.

“Our partnership with Adara will provide a more holistic view of the patterns, trends and behaviour of travellers for our members, helping them better plan their marketing strategies to achieve maximum return on their marketing investments.”

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