Blockchain has a tendency to polarize opinion in the travel sector - fuelled a combination of distrust, ignorance, over-confidence and desire for change.
One of the companies at the heart of the current wave of blockchain-led services (conceptually, blockchain is not entirely new) is Winding Tree.
Its pitch to the industry is around "decentralizing travel distribution" - shifting the power of how travel moves from the supplier to the end user, without those pesky gatekeepers getting involved.
Fresh from its recent ICO (initial coin offering) this year, CEO Maksim Izmaylov joined us during Phocuswright Europe 2018 to talk about that process, how some of the tests are going so far, and his wider ambitions for the organization in the years ahead.
Executive interview: Maksim Izmaylov of Winding Tree