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Adara: The Invisible Data Giant
How 4B searches power the travel industry's marketing engine
While you're booking your next vacation, Adara is quietly processing 23 billion data elements from 270+ global partners. This isn't just another analytics company—it's the data nervous system of the travel industry, owned by RateGain since 2021.
"Adara doesn't just track travelers—it maps the entire intent-to-booking journey across the digital economy."
The Data Exchange Model
Unlike traditional data brokers, Adara operates as a true exchange. They source ethically collected traveler data from airlines, OTAs, hotel chains, and loyalty programs, then normalize it into actionable intelligence. This creates a network effect: each partner contributes data points that improve the platform's predictive models for all users. With 4 billion searches in their pipeline, they've built a moat that's nearly impossible to replicate organically.
The RateGain Synergy
Post-acquisition, Adara's strategy shifted from standalone data provider to RateGain's intelligence layer. The $67.1M funding history tells the story of a company that spent years building proprietary data pipelines, now supercharged by RateGain's distribution across 2,500+ hotel and travel clients. This isn't just cross-selling—it's creating a closed-loop system where pricing data from RateGain feeds Adara's targeting, which in turn optimizes RateGain's revenue management tools.
The leadership team—Andrew Parkin (Sales), Beth Laplante (Customer Success), Taylor McGurk (Sales), Michael Hicks (Partnerships), and Nick Mott (Revenue)—is built for enterprise-scale relationship management, not product-led growth. This reveals Adara's true DNA: a B2B2C play where the end-user never sees the brand, but every travel marketer feels its impact.
- 23 billion data elements = 2,300x more than a typical Fortune 500's customer database
- 270+ partners creates a data gravity well—each new partner increases value for all
- 176 employees = $108K revenue per employee (lean for a data company)
- No public traffic data = they're invisible on purpose (B2B focus)
The Unsexy Data Winner
Adara proves that in travel tech, the most valuable companies are often the ones you've never heard of.
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Homepage - ADARA Travel Intent Marketing Platform
Adara, a RateGain company, is a leading data exchange platform offering ethically sourced traveler data from 270+ global partners. With insights from 4 billion searches and 23 billion data elements, we help brands optimize marketing ROI and thrive in the digital economy.
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About adara.com
Adara, a RateGain company, is a leading data exchange platform offering ethically sourced traveler data from 270+ global partners. With insights from 4 billion searches and 23 billion data elements, we help brands optimize marketing ROI and thrive in the digital economy.
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Technology Stack
adara.com uses 11 technologies across their website including Google Tag Manager, Google Analytics, Lazy Loading, Twitter Cards, RSS, and more.
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Google Tag Manager, Google Analytics
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Lazy Loading
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Twitter Cards, RSS
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DaisyUI
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Bootstrap, Tailwind CSS
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Swiper, core-js, jQuery
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