Amadeus alone performs one billion transactions - including airline reservations, hotel bookings and rail purchases - each day, each of which leaves a data trail. The data from these transactions, combined with external sources such as reviews, adds up to an enormous amount. However, as other industries are increasingly seeing the benefits that come from using business intelligence, the travel industry is beginning to more actively embrace the opportunities around big data and looking to overcome its challenges. Traditionally, travel businesses have tracked detailed demographic statistics, bounce rates and conversion funnels, but now they have access to other data, including external information such as from social media or even weather patterns. Understanding this information - and the array of other data available - is an important factor in creating a personalised travel experience. This is a key part of why travel providers are looking to big data: to deliver a flawless and personalised experience to the customer. Get the full story at Information Age