In the last five years, the amount of data in the world has grown exponentially. Domo’s ‘Data Never Sleeps 5.0 and 6.0’ suggest that 90% of world’s data was created between 2016 and 2017, and the numbers have not slowed down since then. Smartphone applications are now dominating customers’ mindshare and Generation Z (those born from the mid-1990s to early 2000s) has not seen a world without computers and phones. As these younger consumers are added to the traveler mix, travel companies are now feeling the pressure to reimagine themselves in order to stay relevant amidst changing technology preferences. Travel company executives are asking: What are the key ingredients for reimagining personalization in travel?