Data itself doesn’t have any value, it's what you do with it that matters, says Turner. Looking to the future, the companies who will be able to efficiently process and analyze data to drive real insights that create real added economic value will place a significant gap between themselves and their competitors. No company is lacking for data, so much so that only around 5% of all data in the world is ever processed for analysis – representing a big challenge, but potentially an even bigger opportunity for the travel industry. Having clean data – data that is accurate, collated, quantitatively measurable, and easily analysed – is half the battle. What is the answer? Already, artificial intelligence (AI) is starting to fulfill this task and will play a key role going forwards, making sense of all this data. AI will help us find useful and applicable patterns that humans alone could never have the time to do, even with computer assistance – in this way we might come closer to analyzing 100% of available data. This will be particularly productive in one area: voice search. When you do a normal screen based search, a whole screen (or much more!) of information comes up – but on a voice based search there isn't time for Siri, Echo or Home to read out the whole page. A much more personalized response is required to give you the most relevant information only, and nothing more, otherwise it simply doesn't work. This is where the combination of data analysis and AI come into their own – scanning millions of options and possibilities to provide you with just the information you need or want, in milliseconds. Get the full story at Forbes