According to, A wave of start-up activity is driving change in the travel sector. Many startups are disrupting the industry, companies like Uber and Airbnb as well-known examples, are having a powerful impact, which is being most keenly felt in the way they engage with consumers.

According to Keith Mercier, Ecosystem Partner Advocate Leader, IBM Watson, “Personalisation has become an essential industry imperative. We need to reimagine the way that we connect, transact and engage with passengers and guests to create brand value.”

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