Beyond voice and facial recognition is emotion recognition; brands and advertisers are moving towards reading consumers’ emotional and physical responses without filters, in situations such as shopping, searching for a holiday or when arriving at a hotel reception after a long flight. In an increasingly fragmented booking landscape, brands are looking for innovative booking functionalities to stand out, such as emotive, natural language search. Travelsify has allowed users to pick hotels based on their mood or emotional state and Expedia has opened a number of Usability Labs to improve their platform. Beyond recognising emotions through facial expressions, the future might lie in reading brain activity.