Few people in the travel industry would contest that competition is intensifying; sources for information and insights are multiplying and travelers’ – especially millennials – expectations for trip experiences are higher than ever. Turning these people into customers is an increasingly difficult challenge. Even getting them to your shopping cart isn’t enough – as high abandonment rates attest. Is it any wonder so many travel agencies are focused on sharpening their marketing campaigns to the public with Big Data and Analytics? Actually, perhaps the priority of marketing to that group is a big of a wonder – when you consider it often overlooks the importance of existing travel customers to current and future success.