The travel industry quickly recognized the potential in mobile to enhance the experience for travelers and reaped the rewards as a result, with many travel companies seeing a significant percentage of their bookings coming from mobile. With basic mobile booking table stakes at this point, many are now delving deeper into their treasure troves of data to uncover new mobile features and services they hope travelers will view as the next must-have travel service.
“Everyone from the hotels to the airlines should be focused on improving the overall customer experience through mobile services,” said Julie Ask, San Francisco-based vice president and principal analyst at Forrester Research.
“Both airlines and hotels and others in the broader ecosystem have created API’s both for internal use and for third-party use to pull data and serve it up to consumers,” she said.
Read full story at: http://www.mobilecommercedaily.com/expedia-orbitz-harness-big-data-for-next-generation-mobile-booking
