The premise is quite simple but the technology behind the curtain is not. Semantic search enables the traveler to focus their search priorities within an open search text box. Let’s take the idea of looking for a hotel in Florida to do spring break with the family. You would start entering put in your destination, dates and other basic criteria – then you wait for the booking engine to reveal a list of hotel results. This type of query is extremely restrictive and not at all intuitive. Potential guests are looking for a myriad of different variables that will enhance their stay and ultimately help them choose the perfect hotel for their trip. These variables may be more activity related or location related. They could also be looking for a defined search based upon their unique family needs. Not just two adults and two children staying in a hotel – but perhaps considering preferences at various times as a family – making the location of the hotel based upon their specific requirements incredibly important. Finally, searching for interesting destinations and attractions that are in proximity to the hotel can be a driving force in making a booking decision. An example of semantic search in travel is as follows: ‘looking for a hotel near the beach but within walking distance of great shops and restaurants in San Diego’. Another could be – ‘hotel near downtown but has transit nearby to go the zoo in Toronto’. The complexity of the search parameters is endless so you need a very powerful semantic engine behind the scenes crunching a great deal of data to properly to expose only those hotels that meet the prospective guests’ requirements. The other issue is the fact that there are a massive number of searches that go on today using online booking engines that are ultimately booked using a call center or reservation service due primarily to the lack of pertinent search data available online. Hotel companies, CRS platforms and OTA’s must now be able to give the travelling public exactly what they want in order to be pertinent. The introduction of semantic search will enable the travel experience to evolve constantly and get continuously better. Get the full story at Puzzle Partner