There's something airlines know about you--your destination and your travel patterns. Take the information regarding that particular destination (and your travel patterns, to a certain extent) and there is a potential for creating a customized service tailored to individual airline customers.
An upcoming service called Sojern is doing just that, using your boarding pass as your ticket to a concierge experience. In a partnership with five major airlines (Continental, Delta, Northwest, United and US Airways), Sojern is able to make a personalized travel experience for you, based on your destination. When you check in for your flight online, you can also get recommended restaurants, night life, attractions and other activities.
The more you use the service, the more tailored your recommendations become. The recommendations that Sojern provides is also based on the time and dates of your trip, so there is an alignment of the recommendations with your travel pattern. Airlines aren't the only members of a troubled industry to turn to personalized Web-based recommendations and features: banks are doing the same thing, with custom tailored options for credit cards and restaurant reservations.