According to Michael LeBoeuf, American business author and management professor, “A satisfied customer is the best business strategy of all.” The travel, tourism, and hospitality (TTH) industry was one of the first to embrace this concept, even before the arrival of the ecommerce boom. The industry was quick to realize that a customer on vacation is out to build happy memories while a customer on a business trip is looking for friendly and professional services. However, with increasing competition, the challenge for industry players today is delivering positive experiences, while bolstering cash flows and optimizing working capital.