To understand what most travel companies really think and expect from you, you’d better read between the lines when they are in “B2B mode”. Take for example this revealing phrase from one of EyeforTravel’s reports:

According to Reck, GetYourGuide sees the mobile phone becoming a remote control with which travelers can select whatever they want to do in a destination at any time, with instant booking available.

Exactly, be humble, sit down, and choose your fictitious experience from the menu. This is what tours and activities today are all about. It’s kind of an old dial TV with many identical channels. The Netflixization of travel is here to stay but, of course, you can always decide to turn it off until the programming changes.