Central to grasping that opportunity is data, according to Joshua Ryan-Saha, director of Traveltech for Scotland, and the tourism, festivals and infrastructure lead for The Edinburgh Futures Institute, part of the Data-Driven Innovation initiative at University of Edinburgh.
Ryan-Saha says data is already linked to any trip we make when going away for a break, whether that be through website cookies or a database created when we sign up to a newsletter. “When planning or booking a holiday…