News | Onlinebd4travel brings home $4.2 million round and former Expedia execThis article was originally published onBy Linda Fox | May 18, 2015 Travel analytics specialist bd4travel has raised $4.2M in Series A funding led by Hoxton Ventures and Talis Capital.Participation in the round for the Frankfurt-based startup also includes Robin Klein of the Accelerator Group.The company has developed a personalisation platform for online travel players which aims to deliver relevant products and services to individuals by analysing behaviour.Andy Owen-Jones, chief executive of bd4travel says: "The future of the travel market is hyper-personalization, where users are appreciated and serviced as individuals and travel offers are recommended according to their actual desire."Share this quote Owen-Jones co-founded the company along with Melanie Sickenberger and Ibrahim Husseini just under two years ago. The three previously worked at leisure booking system Traveltainment.At a Travel Technology Initiative session on data and analytics last year, Owen-Jones warned of the dangers of misreading data and relying on patterns and online behaviour which might not be relevant.He added that the practice of online retargeting based around "you are what you last shopped" only served to annoy users. "Just because I clicked on a hotel does not mean I liked it. Every time someone does something on your channel they leave signals and the important thing is to know how to interpret them."Share this quote The company plans to invest the funds to increase its international customer base as well as further develop its products.bd4travel has also attracted Expedia founder Simon Breakwell, who joins as chairman.