Data Trends to Caribbean Tourism Industry Update January 29, 2019 ADARA priva te & c o nfide ntia l
AGENDA • Digital Trends and Demos • Caribbean / Resort Travel • Buying Behavior 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
ADARA I s T he Wo rld's T ra ve l Da ta Co -o p With 200+ truste d tra ve l b ra nds, we ha ve a simple visio n o f g ro wing the tra ve l industry to g e the r DAT A CO- OP ADARA priva te & c o nfide ntia l
Why T ra ve l Da ta Ma tte rs Consume r COL L E CT ABL E PRE DICT ABL E GL OBAL & SCAL ABL E CONNE CT ABL E Booke d a flight 1.2B+ ric h pro file s Ne e ds a ho te l Ha s tra ve le d to to ST . MAART E N 14B se a rc he s in St. Ma a rte n, Ca rib b e a n e ve r y o n a nnua lly with fo r the la st 3 ye ar Ame ric a n.c o m, 750M mo nthly ye a rs, like ly to visit ac c ommodation 1K F re q ue nt uniq ue use rs a g a in for 4 pe ople F lie r, tic ke ts fo r 4 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 SE AR CH BOOKING L OYAL T Y OT HE R • T rip da te s • T rip da te s • L o ya lty me mb e rship • Ca r Re nta l • Orig in a nd de stina tio n • Orig in a nd de stina tio n • Me mb e rship le ve l • Ra ilwa y • Avg . Da ily Ra te • Avg . Da ily Ra te • Po ints b a la nc e • Cruise • • • • Avg . Airfa re Avg . Airfa re Co -b ra nd c re dit Gro und T ra nspo rta tio n • • • N. o f T ra ve le rs N. o f T ra ve le rs c a rd ho lde r E ve nts a nd a c tivitie s • Ho te l Bra nd & Pro pe rty • N. o f Adults & Childre n • Pa yme nt type IDE NT IT Y • Pro vide r • Ho te l Bra nd & Pro pe rty • Anc illa ry purc ha se • De mo g ra phic s • Alte rna te de stina tio ns • Bo o king Pro vide r • L a ng ua g e • Co o kie s • • • Cla ss o f se rvic e Bo o ke d Cla ss Curre nc y • De vic e IDs • Purc ha se T ime line • 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 o 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 o 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 o 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 o 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 20 th 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 o 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 o p-o f-mind re c o g nitio n ADARA priva te & c o nfide ntia l
Ca rib b e a n T ra ve l T re nds
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
GEN Z ADARA priva te & c o nfide ntia l * KASASA MAY 2018
Que stio ns? Vivia n T e ddi Mur vivia n.mur@ a da ra .c o m 1-305-495-6296 ADARA priva te & c o nfide ntia l
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