VIDEO: IBM on airlines needing to maximize how they use data

Some argue that airlines have the ability to capture more information about their customers than any other part of travel, tourism and hospitality.

But, equally, there is some justification in the notion that they are, as a sector, not maximizing the use of that data to a massive degree.

There are a number of technologies (artificial intelligence, blockchain and increased use of mobile connectivity) that are giving - or will give - airlines even further capabilities to engage and enhance their role.

Speaking during the World Aviation Festival 2019 in London, Dee Waddell, global managing director for travel and transportation at IBM, explains how the sector should capitalize on the opportunities that it has in front of it.