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Personalisation at Scale: A Win-Win Alternative to Flight Hacks, for Airlines and Passengers?

Search for ‘flight booking hacks’ on the Internet and you’ll be fed with pages of search results with titles like ‘17 Little-Known Hacks for Finding Cheap Flights’ and ‘5 Flight Booking Hacks That Airlines Don’t Want You to Know’. One 22-year-old was even sued by an airline and online travel agency (OTA) for exposing a cheap flight hack. Does travelers’ easy access to hacks spell bad news for airlines’ profitability?