PSFK's Director of Consulting discusses how the travel industry is now aiming to inject a level of personalization and relevancy back into the online vacation planning process.

Each week, PSFK’s Director of Consulting, Scott Lachut, will serve up key insights about trends that he sees developing in our on- and offline lives.

With precious few weeks of summer remaining before the kids get back from camp and early Friday afternoons become a thing of the past, there seems no better time to plan one last seasonal escape, but how best to ensure that this last getaway exceeds all expectations? In recent years, the travel industry has been turned on its head thanks to a bevy of trip planning and booking tools that allow individuals to find the best deals on hotels and flights, largely replacing the need for actual agents, albeit at the cost of human advice and expertise that can make the difference between a few days off and a memorable vacation.

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