Travel spending is the new way to determine the value of your customers, according to a new metric from ADARA.
The global travel data platform has unveiled its Traveller Value Score that shows a customer’s capacity to spend on travel.
The score is based on data points from more than 90 of the biggest travel companies in relation to a diverse set of travel planning and booking behaviours from customers.
“We are proud to launch ADARA Traveller Value Score, to help travel suppliers gain a much deeper understanding of their customers,” ADARA chief Layton Han, said.
“Travel executives and marketers only have insight into their customers to the extent they interact with their own brands; ADARA Traveller Value Score gives them a broader lens into their customers’ revenue potential.”
Travel providers now have the ability to identify high scoring customers with low loyalty status in order to adapt their target and engage these consumers. They can also evolve customer lifeline value models based on knowledge that extends beyond demographic data.
Scott Garner, ADARA President of Data & Analytics described the new offering as “ground-breaking”.
“This new metric will enable travel marketers to understand their share of travel spend from existing customers and measure the quality of the customer being reached,” he said.
“They can integrate ADARA Traveler Value Score across their business to power overall customer strategies, deliver relevant, tailored experiences and discover new customer segments that will bring long-term value to their brand.”
