Travel suppliers want to provide personalized offers to travelers. Some travel managers want to customize travel policies to better fit individual travelers and the specifics of a trip. The problem is, some online booking tools can't or don't easily handle the nuances.

OBTs connect with traveler profiles. Those often include basic data like an employee's level in the organization, loyalty program info and airplane seat preferences. But they're usually not dynamic and don't cover all the attributes some travel managers wish would influence policy parameters. OBTs also incorporate rules engines. They can be pretty sophisticated . . .

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