OpenTable, TripIt and foursquare have all rolled out efforts for Google Glass, highlighting the role that utility plays for marketers developing wearable initiatives. All three companies have been added to MyGlass, which is a portal that houses all of the apps found on the device. Travel and hospitality brands tend to be some of the most forward-thinking marketers in mobile in terms of marrying up utility with conversions, so it is not surprising that many are viewing wearables as the next iteration of their strategies. “Glass presents an exciting opportunity to think about how traveling should work,” said Amy Jackson, director of public relations at TripIt, San Francisco. “If you think about the predicaments you’re in when you travel — having to carry multiple bags, pull out a boarding pass, move through line after line – these are all moments where having something that guides you through your trip, without requiring you to reach in your pocket or bag could be incredibly helpful,” she said. Get the full story at Mobile Commerce Daily