Today, travel brands face stiff competition from online travel agents and third-party booking websites as they battle for share of travel and wallet.

In response, travel brands are working diligently to determine how to best use data and technology to deliver the type of highly relevant and personalized messages that lead to direct bookings.

The key to the future of travel brands’ digital transformation lies in their ability to move beyond the use of intent data - behavioral signals and specific browsing activities - to inform marketing programs.