In the hyper-competitive travel marketplace, brands are searching for innovative ways to transform their organization and customer experience using the myriad of digital tools available to them. While a digital-technology arms race has ensued, it’s important for brands to not overlook innovation and opportunity from within. Experimentation is a cornerstone of optimization, and, when done right, can significantly improve digital performance. An experimentation program can foster a more data-centric corporate culture where data-driven decisions reduce risk through failure and decision makers constantly test ways to improve and enhance the customer experience. Experimentation can drive significant value by increasing revenue and customer conversion rates, uncovering deep consumer pain points and enabling insights to promote new methods of customer engagement.