In a presentation to airline executives at the Amadeus Airline Digital Conference in Madrid, Hest said: “Only a small group [of airlines] do an effective job selling high margin hotels and there is a lot for others to consider in terms of trends and best practise.” Hest said there was huge focus on data and big data so airlines could better understand consumer behaviour and be able to target more relevant offers. “There is huge focus on customer lifetime value, with which big data is tied. You need a relationship [with the customer] so you understand what they like and how to enticed them back.” Get the full story at Travolution