Mobile devices and Internet access have led to a dramatic evolution in the travel customer's experience, allowing for greater personalization and the expectation of real-time, up-to-date information about every aspect of their trip. This evolution has also led to the commoditization of many aspects of travel, particularly because global distribution systems (GDSs) and online travel agencies (OTAs) have driven a wedge between airlines and their customers. By allowing these organizations to use their booking data, your company distances itself from its passengers—which a costly loyalty program alone cannot make up for. But you can leverage the extensive customer data you already collect to reestablish and reinforce your relationship with your customers.
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