Airlines sit on piles of data, perhaps more than any other element within the travel, tourism and hospitality industry.
Passengers, freight, operations, airport interactions, pricing, etc. - much of it stretching back decades.
But perhaps the aviation sector as a whole has not seized on the opportunities that exist to slice and dice that data to improve the passenger experience, make the businesses more efficient and increase their intelligence of the market.
The mindset of airlines is changing, however, triggered by a number of factors over recent years.
One company has been helping airlines and airports (and, increasingly, some online travel agencies) with their approach to data, analytics and market intelligence for almost two decades.
We spoke to Harald Eisenaecher, chief commercial officer at Infare, during the World Aviation Festival in London to find out more.
PhocusWire @ WAF 2019 - Partner Interview: Infare
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Everything you need to know about Infare and its services for airlines and airports.