The most innovative travel companies are focused on this one thing

Get the Full StoryTravelers crave flexibility, and these companies are offering it.

The companies making the biggest impact in travel and hospitality this year are easing longstanding travel pain points by creating technology chatbots, search engines, and booking tools that provides one thing that all travelers crave: flexibility. There s a lot of anxiety around rising travel prices and binding bookings, especially after Covid, says Dr. Ulrike Gretzel, a senior research fellow at USC s Annenberg School for Communication and Journalism, who specializes in the use and impact of emerging technologies. These new tools are saying, We ve got you. We acknowledge your problem, and we re here to try and help you.

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