Emerging technologies such as the Internet of Things (IoT), geolocation, augmented reality, virtual reality, and more are going mainstream. At the same time, consumer sentiment is changing, said Julie Hoffman, global head of industry strategy and marketing for travel at Adobe. “Expectations and behavior - including the way travelers view brands and the ways they deliver value - is being redefined,” she told CMO.com.

Services that simplify and streamline things are a common denominator. Adobe research shows a growing interest in trip-budgeting apps and tools, trip-planning solutions that allow users to book everything in one place, and other apps and tools that capture and organize information and photos while on a trip.

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