PATA signs Strategic Partnership agreement with ADARA

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BANGKOK, July 3, 2018 — The Pacific Asia Travel Association (PATA) is pleased to announce a new Strategic Partnership agreement with ADARA, the enterprise-wide data solution for travel brands, to empower its members with a comprehensive view of destination visitor data for more powerful and efficient 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 permissioned data and proper analysis is fundamental to making smart business decisions,” said PATA CEO Dr. 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.”

ADARA empowers the world’s leading travel brands to grow the industry together. Built on the world’s richest travel data co-op, ADARA offers people-based insights for travel companies and destinations.  Clients get a value-based understanding of their relationship with their customers and visitors, with travel patterns, trends and behaviour from more than 750 million monthly unique traveller profiles across more than 190 of the world’s top travel brands.

Layton Han, CEO, ADARA, commented: “The partnership with PATA is a great example of how sharing data safely and securely between disparate but linked data-sets helps to unlock actionable insights that would otherwise remain hidden in silos in individual companies and destinations. ADARA is thrilled to be partnering with PATA and is dedicated to the Asia-Pacific region as we continue to grow and scale internationally.”

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About PATA

Founded in 1951, PATA is a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research and innovative events to its member organisations, comprising 98 government, state and city tourism bodies, 19 international airlines and airports, 91 hospitality organisations and 70 educational institutions, as well as over a hundred young tourism professional (YTP) members across the world. The PATA network also embraces the grassroots activism our 36 Chapters and 20 Student Chapters across the world. Thousands of travel professionals belong to the 36 local PATA chapters worldwide, while hundreds of students are members of the 20 PATA student chapters globally. The chapters and student chapters organise travel industry training and business development events. Their grassroots activism underpins PATA’s membership in Uniting Travel, a coalition of the world’s major Travel & Tourism organisations dedicated to ensuring that the sector speaks with one voice and acts in unison on the major issues and includes ACICLIAIATAICAOWEFUNWTO and the WTTC. The PATAmPOWER platform delivers unrivalled data, forecasts and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices anywhere in the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has official offices or representation in Beijing and London. Visit www.PATA.org.

About ADARA

ADARA empowers the world’s leading travel brands to grow the industry together. Built on the world’s richest travel data co-op, ADARA offers people-based insights for travel companies.  Clients get a value-based understanding of their relationship with their customers, with travel patterns, trends and behaviour from more than 750 million monthly unique traveller profiles across more than 190 of the world’s top travel brands. ADARA delivers unifying, enterprise-wide impact with Customer Yield Intelligence based on 3 core pillars – Learn, Act, Measure – that integrate the entire ADARA product suite to drive measurable outcomes at the customer level.