It doesn’t have to be this way. Personal data and preferences exist in multiple scattered databases – what hotels I’ve stayed at, airlines I’ve flown, cities I’ve visited, the kinds of activities I like to do, where I like to eat, and even tasks that I need to complete before I travel (board the pets, have someone pick up mail, etc.) Of course there is all that social data, too. Integrating my social graph into travel planning would allow me to see recommendations based on where friends or colleagues like to go. But these pieces of data haven’t been brought together in a single comprehensive system that actually knows my preferences, and knows how much I’m willing to pay for them. In other words, various pieces of big data are still too compartmentalized. Right now, I have to rebuild my ideal travel experience, when really it should be pre-built for me based on my past patterns. I get recommendations the travel sites assume I want, rather than what it knows I want. Get the full story at TechCrunch