Text of opening remarks by Robert Cole when moderating the Individualization of Travel panel on March 12, 2010 on Marketing & Distribution Day at the ITB Berlin Convention. Key takeaways included travel is both an intensely personal and highly social experience. It is also a very complex multi-step process. A massive quantity of potential options exist, as well as dramatically different personal decision making processes. Now, social media now enables a transition from mass broadcasting brand messages to establishing relationships with customers and interactively communicating.