Nowadays, hospitality professionals need to focus not only on selling a room but should be able to create a complete, unique, share-worthy travel experience for their guests. In-destination data is crucial in this radical change in mindset. Ultimately it is all about knowing the product and destination very well combined with the knowledge of the needs, interests and expectations of the guests. The right tools and technology will help hospitality professionals boost their revenue and guest satisfaction at the same time. One cannot do the first without the second.