The ‘Destination U’ prototype in the UK decodes customers’ facial expressions to determine their perfect holiday. The technology presents a rapid series of evocative images to the customers, showing anything from inviting beaches, exotic rainforests to adrenalin-pumping activities. Destination U captures every subtle facial response and emotion, most of which are subconscious. Based of an evaluation of the results, customers are offered personalised holiday experiences. The technology helps customers delve into their subconscious to unlock new travel possibilities and think about options they may not have considered before.