The disruptive technology of Social Media, Mobility, Analytics, and Cloud [SMAC] has captivated travelers. The effect of using this technology which allows customers to use an iPhone as a boarding pass at airports and as a tool to move from the middle seat to the aisle seat on their plane cannot be underestimated: these are the advancements that customers are coming to expect when they buy a ticket. Virgin Atlantic even started a six week experiment this year, where their employees would employ Google glass and other technologies to....