Idaho Tourism Case Study: 50% of Visitors Book Mid-Tier Hotels, 33% Book Full-Service, Midwesterners Pay the Highest Rates – All of them are Best Reached 5-6 Weeks Before Travel
MOUNTAIN VIEW, California, February 4, 2016 – ADARA, the global travel data platform, helped Idaho Tourism connect its marketing campaigns to actual travel activity, through ADARA Impact, an analytics solution that combines the world’s largest set of first party travel data across vendors and campaigns to help guide marketing strategies for DMO and tourism board partners, while also optimizing results.
For example, ADARA Impact helped Idaho Tourism understand that of its top four media partners, two of them generated less than 58% of total impressions, but nearly 86% of hotel bookings; another media partner generated the most unique users, but drove the fewest bookings. Results of the ADARA Impact study also demonstrate that the period 5 to 6 weeks leading up to travel is a “sweet spot” for reaching Idaho Tourism high value travelers, in which online marketing and advertising spends are most likely to be best optimized.
Complete results of the Case Study can be found here
“Since utilizing ADARA Impact, our traveler intelligence has skyrocketed, and likely, so will our return on investment,” said Josh Mercado, a member of Idaho Tourism. “This tool lets us see inside our campaigns to identify areas of exceptional performance as well as weaknesses and inefficiencies. The better we understand the data, the better we become at targeting marketing dollars to more effectively reach our highest value travelers – and the more competitive we become with other destinations. Congratulations to ADARA for developing a tool that affords this kind of insight, and impact.”
By using ADARA Impact, Idaho Tourism gained unprecedented insight into its digital campaign effectiveness, visitors, and travelers, including:
- Clear understanding of efficient media partners and sources with higher booking rates
- Comprehensive view of the Idaho visitor profile
- Key feeder markets with above-average hotel Average Daily Rates (ADR)
The study revealed that:
- Business and leisure travelers to Idaho are relatively even, with 53% of visitors identified as business travelers, and 47% leisure
- The average length of stay is relatively short, 2.0 days with an ADR of $155 – and although most visitors were from the West Coast and Pacific Northwest, travelers from the Midwest paid the highest rates
“We are excited to share the results of our Idaho Impact study,” said Scott Garner, President, Data & Analytics at ADARA. “ADARA Impact was developed for DMOs and with their input. It provides unique insights into booking behavior across the traveler ecosystem to measure the effectiveness of digital marketing campaigns – and to help them optimize revenue and generate higher ROI. Thank you to Idaho Tourism for helping launch ADARA Impact, which has already yielded tremendous results.”
