Personalization of the shopping experience is a hot topic in the travel industry.  It has also prompted privacy regulators to consider the implications for the consumer.  For example, the Article 29 Data Protection Working Party in April issued a letter to the International Air Transportation Association (IATA) on this topic and a Department of Transportation committee recently commenced discussions of privacy practices in the airline distribution chain.  IATA has today released a video that explains its New Distribution Capability and the type of personalization that it envisages.  It includes some interesting examples of in context notices that can be provided to consumers in relation to the data collection involved. (Note that the video has background music and the demonstration of the personalization options begin after the first minute).