BBC新闻 – 想象一下在看一部电影或一档电视节目，里面出现了绝美风景。你并不知道这是什么地方，但特希望某一天能到此一游。

Now imagine being able to stop the action, ask your smart TV for the location, then have it work out how to get there, including flight and accommodation details… It's all part of an effort by airlines and other transport providers to broaden their appeal and compete with the new app-based travel companies, such as Airbnb and Booking.com. They want to give us the tools to turn our wanderlust into reality.

现在，试想一下你能够停止播放，要求智能电视提供位置，然后让它制定出如何到那儿的方案，包括航班和住宿详情……这都是航空公司及其它客运服务公司为扩大其吸引力，与空中食宿和预订网等基于应用软件的新型旅行公司竞争而作出的努力的一部分。这些公司希望给予我们把旅游癖变成现实的工具。

And travel inspiration can come from anywhere - even episodes of the seminal TV series, Sex and the City. Madrid-based travel technology company Amadeus noticed that during one episode in which the lead characters went to Jamaica for the weekend, there was "an interesting spike in search activity for destination during the programme's ad break", says Rob Sinclair Barnes, strategic marketing director for the firm's IT Group. "This started us thinking about how we could implement the technology to build on it."

而旅游灵感可以来自任何地方 – 甚至是影响深远的电视剧《欲望都市》的剧集。总部在马德里的旅游科技公司艾玛迪斯注意到，主角们去牙买加度周末的那一集播放期间，“节目的广告时段出现了对牙买加的搜索量大增的有趣现象”，艾玛迪斯IT组的战略营销主管巴恩斯说。“这让我们开始思考如何提供技术手段以从中获益。”

Amadeus was then approached by US carrier United Airlines to develop a product that could exploit emerging technology from the likes of Apple TV and others. The prototype makes use of GPS location tracking embedded in the filming process. By integrating airline data into the coding, the viewer can be given information on the best flight options and travel deals.

然后艾玛迪斯就有美国联合航空公司前来接触，以开发一种能够利用苹果电视及其它同类产品提供的新兴技术的产品。设计原型利用了嵌入拍摄过程的全球定位系统的位置跟踪。通过把航空公司数据集成到编码中，观众即可获得最佳航班选项和旅行交易信息。

This level of personalisation may not be mainstream reality yet, but it's an indication of where we're heading. And with the data analytics and machine learning capabilities we have these days, we may soon find ourselves booking holidays to destinations we didn't even realise we wanted to go to.

这种程度的个人化可能还没有成为主流现实，但它预示了我们的前进方向。以如今我们拥有的数据分析和机器学习能力，可能不久就会发现自己在预订去甚至自己都没意识到想去的目的地度假。