One of the potential side effects of the ancillary revenue phenomenon is that “anonymous shopping” may go the way of the paper airline ticket. Robert Buckman, director of airline distribution strategies for Amadeus North America, believes that in the not-too-distant future, travelers will have “digital personalities” that will identify them before an air fare search begins. “Let’s say you are on Expedia, and you want to go from St. Louis to New York ...

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