Search is radically changing to become more contextual, relevant and focused on producing the right answer for the user. Structured data sourced from the Deep Web is essential to provide a solid foundation for linked data to define semantic relationships between pieces of information. This is what transitions the web of documents to a web of data. The resulting relevant, convenient and highly personalized search experiences create trust. Whoever earns the trust of the consumer wins. The endgame for Web 3.0 players has never been more clear. Presented at the Open Travel Alliance 2010 Advisory Forum.