‘Nobody in travel like Netflix’

Nobody in the travel sector is delivering personalised content and products for consumers the way Netflix and Amazon do.

Google travel account manager Benedicte Conway said there was "a massive opportunity" for the industry to mirror innovators in other sectors to meet changing consumer demands.

She told delegates at Broadway Travel's annual conference that 80% of what is watched on Netflix comes from recommendations the streaming service suggests to users, which is based on a user's behaviour online and things they have watched previously.

Conway said: "Netflix has come in with machine learning and an algorithm that gives recommendations based on what you like. Usually it's pretty accurate. Amazon does the same thing.