As Thomson becomes TUI, the holiday company has unveiled a new prototype that reveals how customers could be using their subconscious to choose holidays in just a few years’ time.

The futuristic ‘Destination U’ prototype is an innovative way for holidaymakers to choose a trip that matches their emotional needs and uses facial coding and emotion measurement technology to trigger the imagination and tap into the subconscious.

A unique algorithm computes every subtle facial response to a rapid series of evocative moving images of destinations and experiences, and uses that data to calculate a ‘perfect holiday’ prescription.

Nick Longman, UK managing director for the holiday brand, said: “After taking more than 100 million customers on holiday over the last six decades as Thomson we understand that one size no longer fits all when it comes to travel. People are looking beyond the traditional package holiday, they want a holiday that is handpicked just for them and the next evolution in mass market travel is personalisation and customisation. It is our ambition to create holidays so personalised that they ‘choose you’. Or to put it another way, take customers to their perfect ‘Destination U’.

“This prototype, which is now well into testing, takes customer understanding to a new level, tapping right into the psyche to help our customers discover their perfect, personalised holiday experience. The Destination U prototype enables holidaymakers to intuitively unlock different travel possibilities and think about options they may not have considered before. As TUI we will offer more customer choice than ever and we want to shape the future of travel using innovations like this, and our considerable expertise and knowledge, to design perfectly personalised experiences and a new way to holiday.”

The Destination U prototype is undergoing consumer testing with the vision of wider public retail trials in the near future.

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