“If you want to be a millionaire, start with a billion dollars and launch a new airline,” the founder of Virgin Airlines Richard Branson, is reported to have said.

Turbulent fuel prices, 9/11, a lingering global recession – even an Icelandic volcano – have conspired against air travel, which has shown a slow rate of growth in the last few years. But now global air travel is on the rise once more, buoyed by growing prosperity in Asia and Latin America. The International Air Transport Association (IATA) predicted late last year that passenger demand will grow by 31% between 2013 and 2017, raising total passenger numbers to a staggering 3.91bn.

But ubiquitous mobile, social and digital technology has bred a new form of traveller, explains Stephane Cheikh, innovation manager at SITA, the air transport communications and information technology body: “Passengers are becoming more technologically aware and are used to being connected all the time. This is driving expectations about where airports and airlines have to invest.”

More than 90% of airline passengers say technology helps them when travelling, according to a SITA survey carried out last year. Although more than 75% of passengers carry a smartphone, passengers rarely make use of mobile services such as booking and check-in, which stand at below 5%.

Data is knowledge, and wielding it wisely lets airlines build better relationships with their customers.