What is advanced reporting in today’s travel industry? In this article it's defined as leveraging Big Data and data analytics to make smarter and faster strategic, operational, marketing and sales decisions. Big Data? It means there’s a huge amount of travel data available to mine for insights on: strategy; service offerings; pricing; marketing and user personalization. While every travel agency owner or manager would agree better information can only help to improve performance, odds are they are also part of the 81% that have no business intelligence (BI) solution in their travel business.