4. touch points: touchpoints provide interfaces for entities to engage with each other and with technological systems. Traditional touch point include face-to-face and telephone communication. the internet has delivered a suite of new touch points, including websites, search engines and email. innovations in smartphones have created a of travel apps used to interface with intermediaries, suppliers and other travelers. travel organization must manage all of these touchpoints tion must manage all of these touch points to ensure consistency and quality in communications and marketing. recent advances in voice recognition allow users to search for information by speaking to a smartphone or computer. example include apple's siri and google voice search. Advances in context aware semantic searches create new ways for entities to interact with touch pints.