Big Data


Deeper knowledge; greater insights; risk-free product development - these are just some of the claims of a Big Data age. But in travel and tourism, where planning, spontaneity, risk, adventure and expectation all weigh so heavily on the journey, Big Data offers huge gain; but does it also stifle creativity and serendipity? How do we reconcile the conflicting needs of today’s travellers - the need for tailored experience yet hassle-free itineraries - with Big Data’s promises?

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THE IMPORTANCE OF CONSUMER CHOICE