Digital assistants in travel are not an entirely new form of technology - moreover, just another layer that builds on the shift to digital and, especially, mobile.
Like online desktop and mobile before it, digital assistants are gradually moving into the mainstream but have a number of barriers ahead.
These fall into the realm of shifting from information and query-based interactions to shopping and booking products.
Search results from voice-based digital assistants, for example, are trying work within the confines of not being able to list lengthy lines products.
But the marketplace is shifting and will certainly evolve a lot further than the tentative steps being shown by many brands as they try either or both chat or voice engagement with customers.
Phocuswright research analyst Mark Blutstein gave a presentation at the organization's recent Europe conference - and then stepped into the PhocusWire studio to chat with us.
Research Spotlight: Travel planning with digital assistants
Research Spotlight interview: Travel planning with digital assistants