Travel brands are getting to know their customers better than ever and tailoring their service offerings. Airlines like Delta are outfitting flight crews with smartphones that can deliver instant, customer-specific information, such as seat preferences, drink choices, and mileage balances. Travel brands want to be able to exploit enormous amounts of data so they can better serve customers and in turn, retain and grow their business with them. The best way to do that is not by snooping on them but by encouraging customers to voluntarily share information with them. Loyalty programs are a great way of doing this, as customers are happy to share data to have access to various perks (lounge access, free upgrades, etc.). Travel brands need to create opportunities for customers to share their personal preferences so they can better tailor an experience for them. Learn how leading companies are using personalization to drive greater brand loyalty and revenue.