The emergence of digital assistants in the past few years has excited many people in the travel brands.
But, equally, it has left others rather cold - not least because the experience can be, well, not akin to the warm customer service that the travel industry is well-known for and desperate to retain in an increasingly digital world.
Speaking at The Phocuswright Conference in November 2017 was Sam Lessin, co-founder of software company Fin, a specialist in the field of on-demand assistance and voice technology.
Here he explains why the first iterations of digital assistants shouldn't be ignored, or shoved to one side, but seen as examples as to where the technology is heading and, most importantly, how the opportunity can be grasped by travel brands.
Spotlight: The Future of Digital Assistants