Here's the final paragraph that sums up the McKinsey paper, copy and pasted directly here, because I'm very customer focused:
"The digital revolution has upended business as usual in almost all industries, and travel is no exception. Consumers are empowered by information: they have near-instant access to their flight, hotel, and car-rental options; virtual price transparency; and the ability to play suppliers off against one another. The game is now about delivering a superior customer experience. If players can do that, the investment returns will follow."
Industry still trying to make sense of all the data that's already being collected, and now new mobile technologies gives them a chance to have very personalized information. The trick for all of us is to understand what the data is telling us, with the focus on how to better serve our customers.
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