While data and the correct usage of it offers arguably the biggest and best opportunity for OTAs to capture more customers, the vast majority stick with a few straightforward questions and a user’s shopping or browsing history to come up with an offer. This strategy takes a narrow view of a customer and doesn’t get into the nitty-gritty details of whether the potential holiday is with friends, family, children or if it’s a romantic break as opposed to a raucous stag weekend. Currently, most OTAs lack this sophistication and don’t encourage users to get to this level of detail. Get the full story at Tnooz