The State of Voice in Travel

Summary

Voice is quickly going mainstream as an important human/computer interface, and the implications for travel planning, booking and servicing are profound. Voice has the potential to dramatically alter the search landscape and give more power to the companies that control the major platforms. This report highlights the state of voice in travel today, including travelers’ interest in and use of voice technology.

It also includes a practical test and comparison of travel-related skills and actions currently available via a variety of voice-enabled devices and platforms. This assessment covers a range of online travel suppliers and intermediaries including airlines, hotels, ride-sharing services, OTAs and metasearch companies.