WTM and Phocuswright Innovation Insight Trends: 2012 and Beyond - Semantic Technology (Finally) Becomes Relevant

Phocuswright has identified 10 key trends in innovation and technology that are driving change in travel. Travel business executives face a major test of leadership: Ride the wave of the past or pivot to intelligently embrace the future. This article examines trend number two, semantic technology. Long touted as the "next big thing," semantic technology is finally poised to help travel providers make trip shopping easier. The endgame for travel sellers is obvious: Enable travelers to efficiently create an itinerary that will deliver the best total experience for their money.