Le Club AccorHotels is looking to get deeper insight into what guests want from a travel experience through its Seeker initiative.

In partnership with the Toronto-based agency Cossette and The Mill NY / Chicago, Le Club AccorHotels developed Seeker, a test that measures biometric reactions and behavioral analysis of travelers. The goal: get to the heart of what guests really want and tailor experiences accordingly.

Prior to kicking off the project, AccorHotels brought thought leaders, influencers and media together to pilot Seeker. Using techniques including motion-tracking and assessing elements such as linger time, the company aims to discover what sort of experience people are looking for.

Project participants were fitted with a Muse EEG headset and Empatica E4 wristband. Data such as EEG, heart rate, galvanic skin response, and brain activity were measured via a specially developed application. The result: a colorful psychograph and personality profile revealing deeper insights into their conscious and subconscious affinities.

The digital platform has now been made available to all via the Seeker website and AccorHotels also plans to introduce kiosks later in July at a number of properties across North America.

Similarly, Destination U, a prototype devised by TUI UK and Realeyes, was launched to inspire potential travelers using a reclining chair in its retail shops, with built-in screen and headphones.