Having an increased level of choice and flexibility at the fingertips of travelers will lead to a new era as travel brands act as trusted guides and enablers of the rarest and most valuable travel phenomenon: serendipity.

The emergence of co-creation and collaboration between travel company and traveler has become perhaps the most impactful change the industry has seen, the end result of a long period of digital development by the global travel sector.

Why it matters: Smart travel companies are paying attention to ways they can empower their customers without eroding the value of their brand.

Hotels: How to enhance the travel experience for today’s connected traveler