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Today’s modern traveler is sophisticated and discerning. They understand travel trade-offs and are much more likely to support brands that give them memorable experiences. It truly is all about traveler experience. From how front-line staff communicates with travelers to the back-end operations that make travel go, the traveler experience is an all-encompassing term for any data point that affects how a traveler experiences a travel product. And with an always-on smartphone, each traveler can quickly become a vocal and visible. This magnification effect can be used by travel brands to identify influencers and emphasize focus on outstanding traveler experiences.