As fate would have it, two of the attendees that I met at the door were wearing a name badge from my favorite airline! (which had recently become my most loathed airline). They both had the title of Architect written on their name badge, and they were my captive audience for the next 4 hours! Excellent. During the morning coffee I cheerfully explained to them my saga of the paper tickets vs the electronic tickets. Well, it turns out this guy is responsible for these systems, and is here to find out about how an ESB can help to integrate them together. As an added bonus, his travel companion was responsible for the systems that interact with their alliance partners.
This is fascinating. Read it.