PATA VE Bulletin May 2018

How Serendipity Can Unlock Innovation and Reach New Markets

Authored by MyTravelResearch


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The power and growth of artificial intelligence means that hyper-personalisation is one of the hottest trends around right now. But big trends often open up counter trends. So at the same time we are discovering how serendipity can drive truly value growth for businesses and help travellers discover destinations and experiences they’d never realised they would consider. So far, that has generally driven technology businesses but the techniques, values and approaches can be just as easily applied to tourism.