Although security is far from glamorous, the capabilities data unlocks for travel brands enable the opportunity to delightfully surprise throughout the entire guest journey. Qantas Airlines, for instance, gathers information on each one of its customers, their preferences, their flight histories, and their frequent-flier data. Then, it shares that information with its flight attendants, so they can positively personalize each passenger’s flight experience as much as possible. In another example, Marriott Hotels has established a series of “predictable data points” for each of its guests, searching for ways it can improve everyone’s stay. The data anticipates simple touches - such as anticipating how a guest takes his or her coffee or remembering that he or she always arrives on a redeye flight and would appreciate an early check-in. Get the full story at Adobe