Almost three quarters (73%) of travel professionals are not yet prepared to take advantage of voice technology, despite research showing that 20% of all Google searches are made via voice, and sales of smart speakers, the fastest-growing consumer tech segment, are set to grow by 50% in 2018-19.

This is according to a poll by Travel Technology Europe (TTE) which suggested that, while there is a long way to go before voice integration becomes mainstream, the desire, recognition and budget for embracing voice is present; with 29% of respondents stating that they were ‘planning to invest’ in the technology during 2019.

TTE group event director, David Chapple, said: “The potential of voice within travel is something that industry innovators have been keen to capitalise on over the last few years as the technology has developed, largely thanks to its ability to personalise search, provide information in real time and ultimately boost the whole customer lifecycle experience. Voice enables travellers to interact with OTAs, booking engines and comparison sites naturally, instinctively and quickly − enhancing both the relevancy, enjoyment and satisfaction of their overall experience. To stay on top of the competition, travel brands need to embrace the opportunities that voice can bring and ensure they are ready.”