RateGain agrees deal to acquire data insights specialist Adara for $16m

Acquisition sees the Indian revenue specialist bring in ethically sourced opted-in data specialism for travel intent and insights

RateGain Travel Technologies has agreed a deal to acquire digital marketing insights specialist Adara.

The India-founded revenue optimisation tech firm says the addition of Adara will give it access to a wealth of opted-in travel intent data.

The deal is understood to be worth around $16 million, a fraction of what Adara was previously valued at prior to the COVID pandemic. 

Adara was founded in the US in 2009 to derive insights from data supplied by industry partners and offer marketing solutions, measurement and loyalty services. 

Bhanu Chopra, chairman and founder, RateGain said: “We are delighted to welcome the Adara team to the RateGain family. 

“Adara’s key differentiator is its access to permissioned travel-intent data from the world’s top travel and hospitality players as well as destination marketing organizations and relying less on traditional methods of tracking consumer intent. 

“Their focus on innovation and delivering customer excellence has me convinced that together we will help the industry with reliable end-to-end intent and real-time pricing insights making it simpler for them to identify guests, acquire and retain them.”

Charles Mi, founder and chief executive of Adara, added: “We are thrilled to be a part of the global RateGain family. 

“Bhanu’s vision to build an end-to-end platform that can help organizations maximize revenue, aligns with what Adara believes in and the integration of RateGain and Adara will further this to create a unique value proposition that the industry needs, as more and more travelers adopt digital channels to research, plan and book travel. 

“I am excited for what the future holds and cannot wait to scale the Adara story to new heights with RateGain.”

RateGain said the acquisition will “strengthen and consolidate” its position across commercial teams in leading hotel chains, airlines and car rental companies which work with both firms.

It will also give RateGain access to a “niche segment of over fifty Destination Marketing Organisations in the US”.

“Together Adara and RateGain will become the most comprehensive travel-intent platform that processes over 200 billion ARI updates, manages close to 30 billion data points and works with 700-plus partners across 100-plus countries giving the industry a single source to understand intent, target them, and convert them.”

The Adara data consortium claims to have over 24 billion data elements across 130 countries.

It has used these to power digital marketing, programmatic advertising, campaign measurement, and CRM and retention.