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Business Traveller (Middle East) - - Trends -

HYPERPERSONALISATION In sum­mer last year, a sur­vey of 2,000 peo­ple by travel tech firm Sabre found that many UK con­sumers were content to share their de­tails in re­turn for more be­spoke ser­vice, with 25 per cent agree­ing to share their lo­ca­tion with travel com­pa­nies. Dr James Can­ton, of the In­sti­tute for Global Fu­tures, says: “We’ll see pre­dic­tive travel an­a­lyt­ics an­tic­i­pat­ing what con­sumers want... the ho­tel book­ing will be helped along by ar­ti­fi­cial in­tel­li­gence soft­ware agents, us­ing data min­ing.” Uber’s lat­est app stores trace data from your jour­neys, en­abling it to pre­dict from your rou­tines where you will want to go next. Google’s Trips app can trawl your Gmail ac­count for flight and ho­tel book­ings, store your reser­va­tions and pro­pose itineraries.

Skyscan­ner fore­casts that ho­tel soft­ware will link with guests’ so­cial me­dia pro­files. The search en­gine’s di­rec­tor of ho­tels, Nik Gupta, says: “Guests will be pro­vided with menus of things to do, restau­rants and theatre per­for­mances, that ex­actly meet their in­di­vid­ual pref­er­ences.”

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