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Brief Published: 8 Jan 2018

Ebookers’ Sensory Travel Planning Tool


Expedia-owned global travel comparison site Ebookers.com has launched a new immersive online travel-planning tool to help consumers choose destinations according to what most stimulates their senses.

Taking users through seven elements of the holiday experience (including mode of travel, relaxation, and food and beverage preferences), the SenseSational tool asks them to select from four image and sound combinations for each, choosing the one that appeals most to their senses.

This can be done using real-time facial recognition (through consumers' computer cameras), whereby the application tracks users' faces as they hold their gaze on their preferred option.

Using this information, the tool sorts the user into one of four travel 'tribes', including The Adventurer, Culture Collector, Sun Seeker and Bon Vivant. It then suggests key destinations that may be of interest.

According to Mark McKenna, commercial director at Ebookers.com, "SenseSational mimics this emotive storytelling and analyses the way we engage with certain textures, tastes and sounds, giving us an insight into how technology will continue to shape the consumer journey and help us form completely tailored travel experiences, engaging our senses every step of the way."

Since its launch at the beginning of December, data from the tool has found that of 8,000 users, 27% desired the adventure-packed, adrenaline-induced outdoors, while 12% craved the culture associated with local communities and 10% were most attracted to the 'finer things' such as high-end dining and luxury hotels, putting them in the Bon Vivant category.

See Designing for Loyalty and Luxury Travel Developments for more on emotive travel tech. Meanwhile, The Empowered Customer Journey, part of our Future Guest Industry Trend, tracks new booking and travel processes.