The TED Conference produces many exceptional ideas worth sharing and the one by Rory Sutherland explaining “intangible value” could be a beacon for the travel industry. By coupling his concepts with the recent Online Travel Alliance semantic and ontology initiative, the industry could use data to drive innovation and profits in a new direction. Intangible value transforms the known and the normal into the unique and the extraordinary. We know it’s more than a Boeing 737, Ford Focus, Sealy mattress when the brand experiences of Southwest, Avis, and Marriott are added. And value, both tangible and intangible, must be added …