Consumers today have more travel channels to shop, new metasearch technology making the task easier and faster, and benefit from sophisticated search engine algorithms providing more and targeted results from which to choose. Fresh advertising models, giant ad budgets and a need for a variety of interesting content and multi-media storytelling all contribute to the challenge of owning the customer and driving direct business to the respective websites. As a result, DORMs (Directors of Revenue Management) have evolved from their typical role of pricing and inventory managers to more of a digital “data guru” to make better decisions and offer strategy ideas that improve the bottom line. Access to information has never been more plentiful and 3rd party analytics provide deep insights at the click of a button. Get the full story at Leonardo