Aside from Amazon and Google, it is social media and consumer-facing travel brands that most inspire those interviewed in this video.
Some brands have been named for the way they embed data in decision-making but all agree that serving up relevant information, whether you call it recommendations, interactivity or customer centricity, is the most admired feature.
A millennial is the only one that names a 'traditional' travel brand.
Hear from the likes of Julian Mills, commercial head for global corporate business at ATPI, Jeroen Van Velzen, CEO and co-founder of Roadmap and more.