SITA: accessibility and quality of data usage by airlines needs to be improved

SITA regional director Australia, New Zealand and South Pacific Jay Youlten, speaking at the CAPA Australia Pacific Aviation Summit, stated (08-Aug-2013) the accessibility and quality of data usage by airlines needs to be improved. He noted airlines are investing in business intelligence, enabling them to know more about customers and their trends and preferences. He forecast investment in this area will increase. He also said he is a "firm believer that data is king" noting companies such as Amazon, Apple and Google have huge access to data across whole ranges of social behaviour.