Big data playing bigger role as airlines personalise service

Airline travelers at the United Airlines terminal at O'Hare International Airport on Thursday, July 12, 2018. Airlines are mining data to improve flights. United has reduced preventable damage to aircraft and injuries to workers by mapping where damage and injuries occur and identifying problems spots. (Antonio Perez/Chicago Tribune/TNS)

You're settling into your window seat, bound for a summer vacation, when the flight attendant wishes you a happy birthday or commiserates about the lousy weather that delayed the last leg of your trip. 

It might feel like the flight crew has been scouring your recent social media posts, but at some airlines, that wouldn't be necessary.