Adara, a customer data platform (CDP) specialized for travel and retail brands, was acquired by RateGain, a travel technology firm providing SaaS solutions for the travel and hospitality industry. 

Headquartered in India, RateGain is a global provider of travel and hospitality tech solutions. The firm's solutions include competitor pricing intelligence, demand forecasting tools, and content management. The firm services 2,800+ customers across hotels, airlines, package providers, car rentals, and travel management companies in 100+ countries.

The acquisition is expected to enhance RateGain’s AI-powered data-as-a-service (DaaS) and marketing automation offerings to provide a comprehensive travel intent and data platform along with real-time pricing insights. The acquisition is also expected to strengthen  RateGain’s US presence by giving it access to a niche segment of more than 50+ destination marketing organizations in the United States. 

Analyst QuickTake: RateGain cited Adara’s access to “permissioned” travel intent data as a key differentiating factor where access to first-party consumer data is increasingly becoming a valuable commodity given the challenges brought because of data depreciation and changes to privacy regulations.