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Control is also a very important element for travel. Users want to be able to decide on their travels, from where to go, to what services to use to get there. Some companies are helping travelers by giving them control on specific parts of the customer interactions. For example, some airlines have kiosks that will allow users to do the check-in by themselves. It empowers users to save time and have better experiences.

Implementing self services technologies will come with some difficulties. It is important to pay attention to the user’s needs and ways to interact with these technologies.

The challenges is to make this automation services intuitive enough for every type of user.