Here’s a  snapshot of the points data is being collected from and how increasingly it will be used to analyse purchase behaviour and target consumers with particular products and services. The balance is slightly tipped towards the positives of big data such as the emergence of innovative business models although some significant downsides are raised around privacy and whether it will cause more problems than it solves. The challenge for Travel Brands is clear and most probably should rely to face it on IT partners as Amadeus, which have the scope and technical and financial strength to handle it successfully  Other way, there is a clear risk of allowing even more the entrance in the travel space of truly really efficient companies like Apple, Google, Concur, Amazon or Facebook, which logically will try to tailor it to their needs