Data Trends to Caribbean Tourism Industry Update January 29, 2019 - - PowerPoint PPT Presentation

ADARA priva te & c o nfide ntia l

Data Trends to Caribbean Tourism Industry Update January 29, 2019

ADARA priva te & c o nfide ntia l

• Digital Trends and Demos
• Caribbean / Resort Travel
• Buying Behavior

AGENDA

ADARA priva te & c o nfide ntia l

ADARA I s T he Wo rld's T ra ve l Da ta Co -o p

• ADARA is the World’s Travel Data Co-op
• The phrase “BIG DATA” has been trending now since 2011 – but

began in the form as we know it with the on-set of Web 2.0 in 2005

• ADARA COLLECTS, ORGANIZES, ANALYZES AND MONETIZES

TRAVEL AND TOURISM DATA

• ADARA SAFELY & SECURELY WAREHOUSES THE ON-LINE

BEHAVIOR OF OVER 750MM MONTHLY TRAVEL SHOPPERS AND BOOKERS

ADARA priva te & c o nfide ntia l

DAT A CO- OP

With 200+ truste d tra ve l b ra nds, we ha ve a simple visio n

• f g ro wing the tra ve l industry to g e the r

ADARA I s T he Wo rld's T ra ve l Da ta Co -o p

ADARA priva te & c o nfide ntia l

Why T ra ve l Da ta Ma tte rs

CONNE CT ABL E

Ne e ds a ho te l in St. Ma a rte n, with

ac c ommodation for 4 pe ople

COL L E CT ABL E

Booke d a flight

to ST . MAART E N

• n

Ame ric a n.c o m, 1K F re q ue nt F lie r, tic ke ts fo r 4

PRE DICT ABL E

Ha s tra ve le d to Ca rib b e a n e ve r

y ye ar fo r the la st 3

ye a rs, like ly to visit a g a in

GL OBAL & SCAL ABL E

1.2B+ ric h pro file s 14B se a rc he s

a nnua lly

750M mo nthly

uniq ue use rs

Consume r

ADARA priva te & c o nfide ntia l

ADARA Ha s T he Mo st Co mple te T ra ve le r Pro file

OT HE R

• Ca r Re nta l
• Ra ilwa y
• Cruise
• Gro und T

ra nspo rta tio n

• E

ve nts a nd a c tivitie s

• Pa yme nt type
• Anc illa ry purc ha se
• L

a ng ua g e

• Curre nc y

SE AR CH

• T

rip da te s

• Orig in a nd de stina tio n
• Avg . Da ily Ra te
• Avg . Airfa re
• N. o f T

ra ve le rs

• Ho te l Bra nd & Pro pe rty
• Pro vide r
• Alte rna te de stina tio ns
• Cla ss o f se rvic e

BOOKING

• T

rip da te s

• Orig in a nd de stina tio n
• Avg . Da ily Ra te
• Avg . Airfa re
• N. o f T

ra ve le rs

• N. o f Adults & Childre n
• Ho te l Bra nd & Pro pe rty
• Bo o king Pro vide r
• Bo o ke d Cla ss
• Purc ha se T

ime line

L OYAL T Y

• L
• ya lty me mb e rship
• Me mb e rship le ve l
• Po ints b a la nc e
• Co -b ra nd c re dit

c a rd ho lde r

IDE NT IT Y

• De mo g ra phic s
• Co o kie s
• De vic e IDs
• E

ma il a ddre ss

ADARA priva te & c o nfide ntia l

2019 DI GI T AL T RE NDS

Artific ia l Inte llig e nc e (ADI

• Ado b e Dig ita l I

nsig hts) re po rts 60% o f a ll le isure tra ve l is b o o ke d o n-line – ma c hine le a rning s to sa ve c o st, a c c e le ra te g ro wth a nd inc re a se e ffic ie nc ie s NE T F L I X use s this to a ntic ipa te Mo vie s a nd Sho ws yo u MI GHT AL SO L I K E DI SNE Y use s AI with Ma g ic Bra c e le ts c o lle c ting da ta fo r b usine ss inte llig e nc e

ADARA priva te & c o nfide ntia l

ADARA priva te & c o nfide ntia l

Ho w is this re le va nt to me ?

BI G DAT A AND AI is o nly me a ning ful if it is a c tio na b le ADARA is wo rking with the Ministry o f T

• urism to ide ntify the pro file o f visito rs to

Do minic a – whe re the y c o me fro m, the ir sho pping a nd b o o king b e ha vio r a nd ho w to find mo re o f the m. We ne e d yo ur pa rtic ipa tio n to he lp g a the r tha t da ta – a nd b uild yo ur c usto m pro file . No fe e s invo lve d.

ADARA priva te & c o nfide ntia l

Da ta a t Sc a le – T

• p 10

Facebook 1.59 billion WhatsAPP 1 billion QQ (China) 853 million WeChat (China)697 million Qzone (China) 640 million Tumbler 550 million Instagram 400 million Twitter 320 million Google+ 300 million Baidu (China) 300 million

ADARA priva te & c o nfide ntia l

2019 DI GI T AL T RE NDS

Artific ia l I nte llig e nc e (ADI

• Ado b e Dig ita l I

nsig hts) re po rts 60% o f a ll le isure tra ve l is b o o ke d o n-line – ma c hine le a rning s to sa ve c o st, a c c e le ra te g ro wth a nd inc re a se e ffic ie nc ie s

Cha tBots – g a ining a n e dg e o n yo ur

c o mpe tito r

ADARA priva te & c o nfide ntia l

T he Wo rld o f T ra ve l T e c hno lo g y

Ro b o t Co nc ie rg e Se rvic e s Vo ic e Re c o g nitio n Se rvic e s K e yle ss ro o m c he c k in a nd e ntry Dig ita l T

• ur Guide s

T ra c king flig hts, lug g a g e , tra ffic , tra nspo rta tio n – the sma rt pho ne ha s b e c o me

• ur tra ve l a g e nt, to ur g uide , b e st re sta ura nt lo c a to r - we do n’ t c ha t, we T

WE E T . We do n’ t no te , we PI

• N. We do n’ t re po rt, we POST

. We do n’ t c a b , we UBE R. We do n’ t re a d a rtic le s, we re a d BL

• OGS. We do n’ t wa tc h mo vie s we wa tc h

NE T F L I

• X. F

RI E ND is a no un AND a ve rb . GOOGL E wa s a dde d to the Oxfo rd dic tio na ry in 2006 – a nd just c e le b ra te d its 20th b irthda y.

ADARA priva te & c o nfide ntia l

Wha t do e s this me a n to yo u?

• DAT

A a nd T E CHNOL OGY c a n se a mle ssly he lp yo u sift thro ug h the c lutte r

• E

limina te the g ue ss wo rk

• GONE

a re the da ys o f SPRAY a nd PRAY

ADARA priva te & c o nfide ntia l

2019 DI GI T AL T RE NDS

Artific ia l I nte llig e nc e (ADI

• Ado b e Dig ita l I

nsig hts) re po rts 60% o f a ll le isure tra ve l is b o o ke d o n-line – ma c hine le a rning s to sa ve c o st, a c c e le ra te g ro wth a nd inc re a se e ffic ie nc ie s Cha tBo ts – g a ining a n e dg e o n yo ur c o mpe tito r

Pe rsona liza tion – c o nte nt, pro duc ts a nd c o mmunic a tio n – g e tting the rig ht

me ssa g e to the rig ht pe rso n a t the rig ht time AMAZON ha s b e e n a pio ne e r o f this

ADARA priva te & c o nfide ntia l

Addre ssa b le T V

*Google DoubleClick June 2016

*

ADARA priva te & c o nfide ntia l

ADARA priva te & c o nfide ntia l

2019 DI GI T AL T RE NDS

Artific ia l I nte llig e nc e (ADI

• Ado b e Dig ita l I

nsig hts) re po rts 60% o f a ll le isure tra ve l is b o o ke d o n-line – ma c hine le a rning s to sa ve c o st, a c c e le ra te g ro wth a nd inc re a se e ffic ie nc ie s Cha tBo ts – g a ining a n e dg e o n yo ur c o mpe tito r Pe rso nliza tio n – c o nte nt, pro duc ts a nd c o mmunic a tio n

Vide o Ma rke ting – vira l a ppe a l, b uilds c o nfide nc e , drive s hig he r c o nve rsio ns

https:/ / tre ndyminds.c o m/ b lo g / 5-kille r-to urism-ma rke ting -c a mpa ig ns-tha t- ma ke -us-wa nt-to -tra ve l

ADARA priva te & c o nfide ntia l

2019 DI GI T AL T RE NDS

Artific ia l I nte llig e nc e (ADI

• Ado b e Dig ita l I

nsig hts) re po rts 60% o f a ll le isure tra ve l is b o o ke d o n-line – ma c hine le a rning s to sa ve c o st, a c c e le ra te g ro wth a nd inc re a se e ffic ie nc ie s Cha tBo ts – g a ining a n e dg e o n yo ur c o mpe tito r Pe rso nliza tio n – c o nte nt, pro duc ts a nd c o mmunic a tio n Vide o Ma rke ting – vira l a ppe a l, b uilds c o nfide nc e , drive s hig he r c o nve rsio ns

Influe nc e r Ma rke ting - indic a tio ns a re tha t the re is a shift fro m c e le b rity to “re a l

pe o ple ” so c ia l c a mpa ig ns – mo re re la ta b le – a nd wha t is NE W is the a b ility to

me a sure the a ffe c ts o f I

nflue nc e rs

ADARA priva te & c o nfide ntia l

Why is So c ia l, Re vie w a nd I nflue nc e r Co ve ra g e I mpo rta nt?

*

* Source BRIGHTLOCAL DECEMBER 2018

ADARA priva te & c o nfide ntia l

ADARA priva te & c o nfide ntia l

Wha t Are Yo ur Driving Me tric s F

• r Suc c e ss?

L e a d Ge ne ra tion

E ng a g e & Drive c o nte nt c o nsumptio n

Conve rsion

Ro o m Nig hts Air T ic ke ts

Bra nding

T

• p-o f-mind re c o g nitio n

Ca rib b e a n T ra ve l T re nds

ADARA priva te & c o nfide ntia l

ADARA’ s Ra ng e o f Sc a le to the Ca rib b e a n – Sa mple isla nd: ARUBA

ADARA priva te & c o nfide ntia l

New Technology and Generations*

BOOMERS

ADARA priva te & c o nfide ntia l

GEN X

ADARA priva te & c o nfide ntia l

GEN Y - MILLENIALS

GEN Y WILL EARN 46% OF INCOME IN THE US BY 2025

ADARA priva te & c o nfide ntia l

* KASASA MAY 2018

GEN Z

ADARA priva te & c o nfide ntia l

Que stio ns?

Vivia n T e ddi Mur vivia n.mur@ a da ra .c o m 1-305-495-6296