For nearly a decade, ADARA has been steadily and rapidly growing its collection of real-time data captured through agreements with travel brands around the world, says Scott Garner, ADARA’s president of data and analytics. Its early partners included Hilton and U.S. Airways, before it was acquired by American Airlines. From there, big partners like Marriott gave the collection meaningful boosts when they joined the family. “We now have about 200 brands that contribute data and 700 million active unique profiles.
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