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Consumers worldwide are embracing chat and messaging at an astonishing rate, and this is fueling an explosion in the use of apps such as Facebook Messenger, WeChat, iMessage, WhatsApp and others. This trend is extending into the travel category, where brands have a significant opportunity to leverage chat and messaging to provide more streamlined, personalized services, and to generate meaningful operational efficiencies. This report explores the use of chat and messaging in travel, including analysis of the top messaging apps used by travelers, and the potential for text-based customer service, travel planning, shopping and booking.Analysts: Michael Coletta, Mark BlutsteinTopic: Technology InnovationSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report