Thayer-backed Adara has raised cash to support global expansion efforts, focusing particularly on Asia.

Adara, a US-based analytics platform aimed at the travel sector and backed by hotel investment company Thayer Lodging Group, raised a $23m series C round yesterday led by corporate-backed World Innovation Lab.

The round also featured August Capital, Morgenthaler Ventures, Onset Ventures and QuestMark Partners.

Incorporated in 2009, Adara’s analytics platform offers travel providers an insight into consumer preferences. The service takes into account booking, search and loyalty data, and is used by companies such as airlines United and Delta.

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