Digital agency BIO polled 2,000 British holidaymakers online, in order to understand consumer expectations of technology and how these link with travel. When looking for inspiration, selecting a holiday and booking a holiday, more than 41% of respondents said they were ‘extremely likely’ to interact with digital technology. The report also revealed that consumers are largely dissatisfied with the way technology is used in travel, with nearly half the sample (47%) indicating that digital technology could be enhanced by saving them money, followed by saving them time (30%) and providing more tailored experiences (26%). The rapid pace of technological innovation and associated trends in consumer behaviour means the travel sector is in danger of failing to capitalise on the opportunities the digital world now offers.