Swisher, editor at large of Recode; host of the Recode Decode podcast; and executive producer of the Code Conference, says the technological changes afoot will be “incredibly amazing for consumers, but disruptive to the companies we all know,” and those in travel that execute best stand the best shot.

She points to merges already taking place in the space, such as Airbnb starting to offer hotels - and, eventually, flights - and hotels getting into private accommodation.