The jury is still out on how much voice assistants will impact traveler behavior, in particular when it comes to searching and booking, as many of us still strongly rely on visual supports to make decisions for that next trip, that next cruise or that next destination. A voice result can hardly replace a photo or video result yielded by search engines or social media, for example. Yet, voice search can be expected to have an impact on how search engines yield results in particular when it comes to locally-based searches, i.e once at the destination. Thus, travel brands, in particular hotels and restaurants, will want to further investigate how their website should be optimized for given keywords when searched vocally versus traditional text search. Get the full story at Frederic Gonzalo