New Data for Airports powered by ADARA. January 9th 2018

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Emerald Madlyn Thomas
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1 New Data for Airports powered by ADARA January 9th

2 UNLOCKING CO-MARKETING INSIGHTS FROM ADARA DATA Based on billions of data points across the global travel ecosystem, we know travelers relevant to your market SEARCH DATA BOOKING DATA PROFILE DATA Where they are coming from Business vs. leisure Where they are going If they saw your ads or visited your website Other destinations they search When and where they book Hotel rate Number of nights they stay

3 WE CALL IT THE WORLD'S TRAVEL GRAPH It provides a unique, holistic understanding of patterns, trends and behavior, and we re adding to the bigger picture partner by partner DATA COOP

4 ACCESS TO 650M TRAVELERS EACH MONTH Over 650 Million monthly uniques 1 Billion rich profiles that include, on average: 15M 168M 77M 30+ data points per profile 305M 15M 9 Billion travel searches annually 500 Million air and hotel bookings annually 35M 5M 11M

5 Airport Solutions Traveller Insights Audience Extension Impact Route Development Who are your customers? Reach your customers before or after their airport visit Measure the effectiveness of your co-marketing campaigns Attract new airlines based on actual demand 5

6 Traveller Insights Detailed insights of your customers incl. preferences & loyalty status 6

7 TRIP PLANNING TIMELINES BY FLIGHT TYPE Airport Flights Trip Planning Timelines Inbound Outbound Day 0 = Flight Booking Avg. Flight Search Avg. Hotel Search Avg. Hotel Booking Avg. Flight Departure 1 Date Range: Apr Jul Insights based on ADARA travel network data

8 LEVERAGE BOOKING CURVES FOR SEQUENTIAL MESSAGING Advanced Purchase Window Curve (90 Day Lookback) % of Bookings % Inbound Traveler 80.00% 60.00% 40.00% 20.00% 50% of bookings occur 20 days in advance Outbound Traveler 0.00% Advanced Purchase Window 91+ Message travelers post-purchase to reinforce their decision, before they take off and after they land 2017 ADARA Data Co-Op

9 BUSINESS VS. LEISURE ANALYSIS Airport Flights Business vs. Leisure Travel Inbound 43% 57% Outbound 42% 58% 0% 20% 40% 60% 80% 100% % of Flight Bookings Business Leisure 1 Date Range: Apr Jul Insights based on ADARA travel network data

10 HOTEL LOYALTY MEMBERSHIP ANALYSIS Airport Flights Hotel Loyalty Membership Rates % of Flight Bookings 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 29% 27% 71% 73% Inbound Outbound % Non-Member % Hotel Loyalty Member 1 Date Range: Apr Jul Insights based on ADARA travel network data

FLIGHT TRIP DURATION AND PARTY SIZE Airport Flights Avg. LOS Airport Flights Avg. # of Travelers 10.00 3.0 Avg. LOS 9.00 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 5.14 5.

11 FLIGHT TRIP DURATION AND PARTY SIZE Airport Flights Avg. LOS Airport Flights Avg. # of Travelers Avg. LOS ta Avg. # of Travelers Inbound Outbound - Inbound Outbound 1 Date Range: Apr Jul Insights based on ADARA travel network data

12 UNDERSTAND TRAVELER TYPES IN EACH AIRPORT % SHARE OF BOOKINGS 1 78% Are they traveling solo? As a couple? With a family? Number of Travelers % 2% 0% 0% 0% 0% 17% 9 0% 0% 20% 40% 60% 80% 100% % of Bookings 2017 ADARA Data Co-Op

13 FIRST CLASS OR ECONOMY? BOOKINGS Knowing which travelers are flying front-of-cabin gives you insight into the spending power of your audience. View by airline / route to determine the most valuable origin and destination pairings and allow for tailored creative. business/first 8% economy/coach 92% 2017 ADARA Data Co-Op

14 AIRLINE LOYALTY TIER Membership Status Basic Tier 1 Tier 2 Tier 3 Tier 4 Insights into loyalty tiers give you a view of frequency of travelers to determine how often someone is exposed to your messaging. View by terminal for the most actionable insights. %of Member UU 72% 11% 7% 7% 3% 0% 20% 40% 60% 80% 100% % of Travelers 60% of flyers do not have loyalty status 28% are earned tiers 2017 ADARA Data Co-Op

15 Audience Extension Reach your customers before or after the airport visit 15

16 AUDIENCE EXTENSION Allow your concession partners to target your to target your travellers customers before they arrive once they haveairport. left at your your website 16

17 ADARA TM Impact Measure the effectiveness of your cosponsorship payments to airline partners

18 The Sponsorship Problem AIRPORT $ AIRLINE 1. How effective is each campaign? 2. What ROI is generated for your stakeholder / constituencies? Campaigns No extrapolation is used at any point and all analytics are based on 1 st party, deterministic data.

HOW IT WORKS AIRLINE PARTNERS IMPRESSION / VISIT DETAILED ANALYTICS 1 Provide your Airline Partners with ADARA Analytics Pixels to place within ad tags (one time setup) 2 When a traveler views the

19 HOW IT WORKS AIRLINE PARTNERS IMPRESSION / VISIT DETAILED ANALYTICS 1 Provide your Airline Partners with ADARA Analytics Pixels to place within ad tags (one time setup) 2 When a traveler views the Partner Airline ad, the ADARA pixels fire. ADARA places a 3rd party cookie or records the impression / visit event 3 ADARA connects advertising impressions for this cookie to travel activity across its network of first party data partners 4 View Impact reports with all travel activity connected to your digital campaigns & detailed traveler profiles No extrapolation is used at any point and all analytics are based on 1 st party, deterministic data.

20 Airport Solutions Traveller Insights Audience Extension Impact Route Development Who are your customers? Reach your customers before or after their airport visit Measure the effectiveness of your co-marketing campaigns Attract new airlines based on actual demand 20

21 THANK YOU Tobias Wessels SVP Business Development 21

MARKETING OPPORTUNITIES

2018 MARKETING OPPORTUNITIES TRAVEL IS BIG BUSINESS THE VALUE OF A DMO QUALIFIED VISITOR AUDIENCE MEASURE METRICS THAT MATTER TRAVEL INDUSTRY INSIGHTS Tourism is big business in San Diego! ANNUAL VISITORS