In the last 10 years, digital transformation has spurred numerous innovations and disruptions in the travel industry. Digital and data-centric technologies have enabled the hospitality and travel sector to redefine customer experience. More recently, mobile technologies have taken center stage as pre-purchase behavior among consumers, is increasingly dominated by extensive research and comparison of multiple options through smartphones and mobile apps. A key benefit of using digital technologies for customer-facing processes is that, they produce a tremendous amount of data for travel companies. Customers create data on multiple touchpoints through historical online searches, past bookings of hotels and flights, reviews, referrals, etc., and greater the number of touch points, more detailed are the insights. Given such a surge in the volume of data from so many platforms, brands can sometimes find it intimidating to make sense of all this information and apply it productively. However, this is precisely where integrating data science and analytics, can offer a brand huge dividends.