Jonathan Hardy, Managing Director Asia Pacific, ADARA presented 'Why Most Consumer Data Advice Doesn’t Work for Travel Brands'

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Why most consumer data
advice does not work for
travel brands in Australia

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With 200 trusted travel brands, and 850+ million monthly unique traveller
profiles, we have a simple vision of growing the travel industry together
ADARA Is The World's Travel Data Co-op
DATA CO-OP

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THE CHALLENGE TODAY – FRAGMENTED DATA
Center seat in
the back – 46B
Boarding
pass from
SYD to LAX
Frequent
business
traveller
Rents
luxury cars
International
traveller
Family with 3 kids
Prefers
business
class hotels
Searches with OTAs
Goes to the
Pacific
every year
YOUR VIEW OF
PETER: LIMITED
COMPLETE PICTURE
OF PETER TAN

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Why Do People Travel?

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What Would
You Do?

9. Key Takeaways

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NOT
ALL
DATA
IS
CREATED
EQUAL

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Panel Attendees:
Jonathan Hardy (Moderator):
Managing Director Asia Pacific, ADARA
Julia Brogan:
Senior Account Director, Flashtalking
Georgia Gregerson:
Managing Director, GTI Tourism
Steve Jones:
Managing Partner and Co-founder, 3Forward
Luke Donkin:
Sales Director, Australia, New Zealand and Pacific, ADARA
11

12. Thank You!
Luke Donkin
Sales Director Australia, New Zealand and Pacific
ADARA
luke.donkin@adara.com
www.adara.com
ADARA private & confidential