The respondents were a mix of travel agents, airlines, hotel groups and more, and gave their views on trends in customer experience, data, mobile and personalisation. Let’s take a look at some of the key insights from the report. Data-driven marketing skills gap Digital analytics also came in high at 23%, suggesting that the need to understand customer behaviour in this sector is strong amongst its marketers. As data becomes more plentiful it is becoming increasingly difficult to turn it into actionable information, which explains why those two skills appear so high in the above list. As for programmatic, it is largely data-driven, so again it is not surprising to see it ranked highly with other data-related skills. Get the full story at Econsultancy and Adobe