What is personalisation and what does it mean for the travel industry? In this presentation Lee Hayhurst, Editor of Travel Weekly, takes you through some interesting case studies including an example of personalisation from Burton Menswear, through to Scott Dunn, who have listened to customer feedback and redesigned the structure of their site to reflect popular customer searches. Overall, Lee explains that a data-driven approach is integral to understanding customer segments and applying personalisation to those audiences.