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The travel industry has been slow in adopting the use of data, according to Google's head of travel Dan Robb.
Speaking at the Advantage conference in Dubai Robb said there is a "huge opportunity" for the industry to make better use of the data that is available to them.
"Every travel business I have worked with hasn't yet properly used the amount of data that is around," said Robb.
"There's a huge opportunity and it's not being grasped. Travel has been slow to adopt and adapt to data use".
Robb, who next month joins travel giant TUI, was speaking about the future of travel and what it may look like. He said no-one in travel has "fully embraced technological change", and the industry must adapt to a "new breed of consumer".
Robb also outlined Google's travel mission which is: "Improve 'intent to action' in travel across Google touch points" and "Make better travel-related suggestions for users".