Expedia APAC marketing head Gabriel Garcia says the younger generation in particular is open to sharing their experiences especially with well-known platforms that strictly comply with data privacy laws. Travel booking site Expedia gets its data from users’ searches, cookies and click streams - the links and adverts people click as they browse. “By the time they land on our page, there is already a very clear traveller intent. It gives us an idea of who the customer is and what kind of trip he or she wants,” he says. Though there is a lot of hype around big data and machine learning, he says, adding that they alone are not enough as a marketing tool. Get the full story at The Star Online