conversations are currently underway about the possibility for hotels to unbundle products in a similar way to the airlines, as outlined in a recent study commissioned by IHG and Amadeus. In other words, a hotel customer could choose everything from WIFI and breakfast to feather pillows and a sea view from a drop-down menu and be charged accordingly.

However, in order to speak to customers in a highly relevant, personal and conversational way, companies need a lot of data. And, customers are only going to be willing to hand over that data in a ‘social contract’ that involves some value to them – as Amazon has proved.