The company's scientific laboratory allows prospective holiday purchasers to run through a typical buying experience where testers can analyse the way they interact with the website by seeing and detecting tiny muscle movements in the face from electrodes places around it.

Other sophisticated software analyses changes of expression in the whole face to see if a customer is enjoying the purchase experience or indeed getting frustrated by some aspect of the site or process.

Why it matters: By 2022, 50% of homes will be using smart speaker systems to buy online and that will include travel. This change is happening very quickly.