If Content is King, then data is the food of Kings. The DataExchange provides a unique opportunity for travel industry enterprises to sell and trade data. Standalone, enterprise only data has limited utility, but by trading data to create a richer data set, enterprises are able to make more effective use of their own data. Travel data is some of the most contextually rich information available, the Exchange provides a platform through which organizations in the Travel sector can monetize their data in a secure way, ensuring sensitive information is de-identified and agreements regarding future use of the information strictly applied. By using the facilities of the DataExchange, it is now practical to request, bid and purchase specific items of data and so substantially reduce the cost of data acquisition. The key is to only pay for the specific data sets required for any given research task.