It is important for travel and hospitality companies to use traveller data with great discretion so that it makes their guests comfortable and does not creep them out, says Surendra Yadav. There has been a huge amount of growth in the use of advanced data analytics by the travel and hospitality industries. Marketing strategies such as location-based marketing, AI-based service recommendation, and hyper-personalised marketing are buzz-worthy phenomena that are paying off big for travel brands.