Conceptual technologies have a tendency to polarise opinion as to their worth, not least with the recent emergence of the Amazon Echo voice recognition system.
Lampooned in some quarters as being a bit daft, Echo is designed is sit somewhere in the home, listen to "natural conversations" and return relevant information to the user.
UK-based Skyscanner is one of the first companies to be given permission by Amazon to develop one of the device's applications - in its case, letting the user discover prices for flights.
Three months on from unveiling the prototype, Skyscanner is now starting to demo the Echo (and its voice, "Alexa") to the industry.
Here is a clip:
Yes, of course, it's reasonably limited at this stage in terms of being a complete companion for all a user's travel search needs, but the drip-feed of such technology into the industry is far more about what brands should anticipate going forward.
David Low, developer advocate at Skyscanner and the company's evangelist for technology such as Echo/Alexa, acknowledges that there will be those who question the usefulness of devices along these lines but argues that any process that can remove "friction" in user interaction with a service is likely to resonate with users over time.
Speaking at a FITURTech session in Madrid, Spain, this week, Low argues that less than a decade ago, many questioned if users would watch TV or films on handheld devices.
The point here is that if a user is given the opportunity to try a new technology, such as streaming content or even use a tablet device (remember the world before iPads?), very often they will eventually embrace it.
Nascent as it is, Echo and other forms of technology will over time have a significant role to play in how consumers interact with brands, especially in travel, Low says.
At the heart of other technologies relevant to the travel industry, such as those dealing with artificial intelligence (actually, not a new concept at all, given the phrase has been knocking about for decades), is the idea that they should be used not to hinder but to enhance the traveller experience.
The fine of art of subtlety and relevance play key roles in this, with personalisation between the brand and the user a likely outcome in the travel industry.
Low argues that machine learning, coupled with artificial intelligence, will allow brands to have the confidence to predict and manage a user's research, search and booking behaviour, based on previous experiences, preferences and other external factors (such as time of year, location, type of trip).
NB: Disclosure - author's attendance in Madrid was supported by FITURTech.