Today’s consumers can get what they want, when they want. As a result, they’re more curious, demanding, and impatient than ever before. As this shift expands across purchasing behaviors, we’re seeing changes take flight in the travel industry too. Enabled by technology, travelers have greater expectations for assistance. When they need information or have a question, they’re looking for assistive experiences that are useful, personal, and frictionless. According to a recent study we conducted with Phocuswright, nearly six in 10 (57%) U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors. Similarly, connecting results to the quality of predictive travel marketing models is the only way to make them better over time - and to truly grow your customer lifetime value. Get the full story at Think with Google Read also "Google: How the travel industry is shifting to assistance"