Many travellers today are overwhelmed by the research and decision process. At the same time, with so many choices for purchase and research channels, today's customer has high expectations for quality, value and other factors. Meanwhile, suppliers want to get their brand in front of the right customer and have them buy a great experience that could be repeatable and referable.

Bacon says the biggest challenge is the myriad of options itself -- does anyone really want to establish a protocol only to have it leapfrogged the next day? What do customers really want?

"I see everyone in trial mode offering new personalisation features while at the same time trying to preserve flexibility - sometimes a tough balance," he said.

Some of the new ventures acknowledge this and are categorically trying to address the existing gaps.

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