Travel brands are queuing up to proclaim their intellectual credentials with Blockchain's impact on the industry.
Yet there are some - especially in the detailed analysis below - who simply shrug their shoulders and point to some of the issues beyond the hype.
Everyone says the blockchain, the technology underpinning cryptocurrencies such as bitcoin, is going to change EVERYTHING.
And yet, after years of tireless effort and billions of dollars invested, nobody has actually come up with a use for the blockchain - besides currency speculation and illegal transactions.
Each purported use case - from payments to legal documents, from escrow to voting systems - amounts to a set of contortions to add a distributed, encrypted, anonymous ledger where none was needed.
What if there isn’t actually any use for a distributed ledger at all?
What if, ten years after it was invented, the reason nobody has adopted a distributed ledger at scale is because nobody wants it?