The concept of moment marketing is where sudden events can be leveraged by the marketer to induce buying among target consumer segment. The travel and tourism industry is leading the way in this art. An example could be inducing people to travel to exotic destinations at times when weather turns bad at home city. The industry is extracting business intelligence from various online sources to gauge people’s mood and advertising appropriately. Tourism consulting provided by Deloitte clearly shows that around two-thirds of digital marketers are going to increase investment in moment marketing in the year 2016. Travel metrics are also increasingly being used to gauge conditions such as public transport delays.