‘Big data’ and predictive analytics can help companies build a very accurate picture of their customers, allowing them to deliver highly targeted, relevant offers. The industry is not there yet, but getting it right will almost certainly boost sales, writes EyeforTravel.com editor Pamela Whitby.

Picture the scene: A customer buys a flight to London in October. Does she need a hotel for this stay, and if so what type of hotel? Is the trip for business or personal reasons? What are the Google keywords she used to reach the site: ‘cheap weekend’, ‘romantic weekend’,...