This document discusses how mobile travel booking continues to rise, with 17% of flight bookings now made on mobile. It breaks down the travel journey into "micro journeys" at each stage from dreaming about a trip to returning home. It also discusses using a user-centric approach to communication by optimizing messaging based on where travelers are in their journey. Ancillary revenue from airlines was $60 billion in 2015, so the document also covers taking an intelligent approach to the booking path to improve ancillary sales.