1. Providing Experiences Rather Than Just Booking Arrangements Travel sites are becoming far more comprehensive in the services they provide. Beyond just information and bookings, they are moving into the arena of providing more experiential opportunities for their travelers – events, restaurants, tours, and access to content regarding all of these. Advances is in the areas of augmented reality (AR) and virtual reality (VR) are proving to be an exciting innovation for many industries. The travel industry is no exception. Travel companies provide much greater value to their customers by giving them the ability to virtually place themselves into resorts and attractions, and experience them in real-time before making decisions about booking. Get the full story at e27