OpenTravel Alliance announced its keynote speaker for the 2012 North American Advisory Forum is Dr. Deborah McGuinness, author, research and Professor at Rensselaer Polytechnic Institute. Titled "The Potential of Semantic Technologies in Travel," Dr. McGuinness will address the science and application of semantic technologies across industries. The application of semantic technology in the travel industry is in its infancy, but the industry is desperate to utilize this technology to figure out how to optimize search results and to provide personalized offers and service to travelers. Travelers, as users of Amazon and iTunes and other applications that do a great job personalizing the shopping experience, are beginning to demand the same type of user experience from travel companies. However, travel companies tend to be burdened by legacy technology in their inventory control and pricing applications, by the legacy messaging technology in use, and by continuing slim margins.
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