Company Profile

ADARA empowers the world’s leading travel brands to grow the industry together. Built on the world’s richest travel data co-op, ADARA offers people-based insights for travel companies. Clients get a value-based understanding of their relationship with their customers, with travel patterns, trends, and behaviors from more than 750 million monthly unique traveler profiles across nearly 200 of the world’s top travel brands.

Business Situation

ADARA’s data co-op historically relied upon a legacy Netezza platform for all of their data asset storage, processing, and analytics. As brand adoption and data channels increased, ADARA required a platform that could easily scale to keep pace with rapidly expanding data volumes and processing requirements.


To address these challenges, ADARA partnered with Maven Wave to migrate 3 data centers and over 100 terabytes of historical travel data to Google Cloud Platform (GCP).


Upon migrating to GCP, ADARA observed a 30% reduction in operational cost. Additionally, due to BigQuery’s nearly limitless ability to scale automatically, ADARA is now capable of sustaining long-term growth as additional brands enroll in the travel data co-op.