New research suggest travel companies need to embrace new technologies such as artificial intelligence (AI), virtual reality (VR) and augmented reality (AR) to create a more immersive and enjoyable travel experience for holidaymakers.
Leading mobile technology group, Apadmi, found that almost half of Brits (48 per cent) would like to see investment in interactive technology such as VR and AR.
A fifth (21 per cent) believe that the use of artificial intelligence and digital chat bots would improve the booking process. By asking a few initial qualifying questions and filtering a plethora of options down to a handful of highly personalised choices, AI could lead to a more tailored experience.
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UK holidaymakers think future of travel lies in tech