Most of what is coming now in the marketplace is people trying to disintermediate as much as possible. According to data from Accenture and the World Economic Forum, digital changes to the aviation, travel and tourism industries will be worth more than $1 trillion in revenue and efficiency savings by 2027. At the center of such investments: troves of data about everything from spending to location to insights about previous trips that marketers are practically salivating over. “Because we have a lot of data, we have the ability to serve up [bookings targeted to] what types of vacations have they been on before, are they a traveler that is more inclined to relax on a beach or are they more adventurous?” Marriott’s Carroll said. “We’ll serve them up offers for experiences that align with their buying patterns in the past.” Get the full story at Adweek