把我们的旅游癖变成现实的工具

 BBC News – Imagine watching a film or TV show featuring breathtaking scenery. You don't know where the place is but you'd love to visit it one day.

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 seminal¹ 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 spike² in search activity for destination during the programme's ad break", says Rob Sinclair Barnes, strategic marketing³ director for the firm's IT Group. "This started us thinking about how we could implement⁴ 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 embedded⁵ 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 mainstream⁶ reality yet, but it's an indication of where we're heading. And with the data analytics and machine learning capabilities⁷ 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。

1 seminal   

adj.影响深远的；种子的

参考例句：

• The reforms have been a seminal event in the history of the NHS.这些改革已成为英国国民保健制度史上影响深远的一件大事。
• The emperor's importance as a seminal figure of history won't be diminished.做为一个开创性历史人物的重要性是不会减弱的。

2 spike   

n.长钉，钉鞋；v.以大钉钉牢，使...失效

参考例句：

• The spike pierced the receipts and held them in order.那个钉子穿过那些收据并使之按顺序排列。
• They'll do anything to spike the guns of the opposition.他们会使出各种手段来挫败对手。

3 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

4 implement   

n.(pl.)工具，器具；vt.实行，实施，执行

参考例句：

• Don't undertake a project unless you can implement it.不要承担一项计划，除非你能完成这项计划。
• The best implement for digging a garden is a spade.在花园里挖土的最好工具是铁锹。

5 embedded   

a.扎牢的

参考例句：

• an operation to remove glass that was embedded in his leg 取出扎入他腿部玻璃的手术
• He has embedded his name in the minds of millions of people. 他的名字铭刻在数百万人民心中。

6 mainstream   

n.（思想或行为的）主流；adj.主流的

参考例句：

• Their views lie outside the mainstream of current medical opinion.他们的观点不属于当今医学界观点的主流。
• Polls are still largely reflects the mainstream sentiment.民调还在很大程度上反映了社会主流情绪。

7 capabilities   

n.能力( capability的名词复数 )；可能；容量；[复数]潜在能力

参考例句：

• He was somewhat pompous and had a high opinion of his own capabilities. 他有点自大，自视甚高。 来自辞典例句
• Some programmers use tabs to break complex product capabilities into smaller chunks. 一些程序员认为，标签可以将复杂的功能分为每个窗格一组简单的功能。 来自About Face 3交互设计精髓