our increasingly fragmented society has yielded an incredible range of travel preferences -- and the major companies have responded with offerings geared to a host of different "types." This goes way beyond segmenting business and pleasure travel. The ubiquity of data-driven digital targeting makes it possible to pinpoint such psychographic clusters at scale and cost-effectively. This is surely an example of a trend fostered and enabled by the ability to deliver precisely targeted messages and offers to individuals, via digital. Travel brands have long found ways to collect, remember, and predict customer preferences. But more recently, some have also begun leveraging massive unstructured data sets to better predict traveler needs and interests via a combination of natural language processing and analysis of massive amounts of unstructured data. Get the full story at iMedia Connection