Small companies should not be left behind in the data game, advised Luke Donkin, sales director for Adara in Australia, New Zealand and Pacific.

Asked if smaller players will lose their competitive edge of being able to offer personal service and products since big companies now have access to technology and big data that allow them to do the same, Donkin (right) said, “small players can still do more to keep their edge. It’s about being in the frontline. Stay wise and be educated in what can be done.”

“We can service companies just for a few thousand dollars a month. The understanding of the customer’s habits and travel behaviours will allow our clients to potentially yield exponential higher return on this investment,” said Donkin (pictured left).

Adara, as a global data aggregator, has built its products on “the world’s richest travel data co-op”. “Traveller resolution gets clearer and more precise with each partner that joins”, it proclaims.

Since the General Data Protection Regulation was put in place by the EU May last year, the processes that Adara handles and exchanges data between partners and itself are “fully compliant” and all data collection is opt-in.

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