Solving the Blah-Blah Travel Data Problem

Good-Bad Street SignTravel managers routinely rank travel data as one of their most important issues. Yet AirPlus recently reported that 56% of North American travel managers surveyed said they would not be willing to pay for better travel data.

OK, so let’s assume those buyers are reasonable folks.  How do we explain, then solve this conundrum?

Those buyers must not see much value – provable, hard dollar value – in “better” travel data.  I get that.  This industry has put up with mediocre travel data for so long that we’re used to ordinary, low-value, blah-blah data and data reporting. Continue reading