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.”