The emergence of new technologies offers real-time data analyses and cutting edge forecasting capabilities across the entire travel cycle, allowing travel industry players to start doing things they had never even considered doing before. Big data is also today’s most powerful ingredient in the ongoing battle for competitive differentiation and personalisation. Understanding today’s traveller is vital to gain the competitive edge: the travel industry is moving beyond standard leisure and business segmentation towards a more personalised view of the customer. Real customer understanding can be drawn from multiple sources that exist at a company, industry and global level. By harnessing those multiple data sources, travel companies will be in a position to better predict travel intentions and tailor their offer based on contextual information. Get the full story at Amadeus