Reading through hospitality publications about trends in hotel technology, one undoubtedly comes to conclusion that the biggest disruptive force to impact the industry in the coming years is Big Data. Anxiety and malaise start to creep in when confronted with questions like: What is your Big Data strategy? Or What are you doing to tackle Big Data? Although most of us have by now understood this nebulous buzz word (a LOT of data), what to really do with it and how to really go about Big Data remains unclear. Is it a problem of understanding the concept or the fact that, simply put, our industry is not yet ready for Big Data?