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PhoCusWright has identified 10 key trends in innovation and technology that are driving change in travel. Travel business executives face a major test of leadership: Ride the wave of the past or pivot to intelligently embrace the future.

This article examines trend number nine, Big Data. Big data has received a lot of hype in recent years, but its real test will be moving from hype to real-world application and business value. In travel, we have only scratched the surface.