Travelsify CEO & Co-Founder Bruno Chauvat wants to evolve the the idea of personalization in the travel industry.

Speaking on a sponsored panel with Almundo.com CEO Juan Pablo Lafosse at Skift Forum Europe at Tobacco Dock in London, Chauvat told SkiftX Editor Greg Oates that that travel brands should think of personalization as a two-sided coin of traveler data and the product experience. Most important to the equation is creating a foundation of trust with customers.

“Personalization is about trust,” Chauvat sad. “You cannot keep customers if they don’t trust you and it’s of paramount importance that trust is delivered through at least two elements: transparency and an explanation about why recommendations are made.”

Chauvat envisions a more multidimensional search experience where customers can find what’s interesting to them based on specific attributes, which he calls “travel DNA.” Rather than relying on recommendations made by booking sites, consumers should be able to find a match for exactly what they’re looking for based on experiences defined by like-minded travelers, taking mood and design sensibility into account.

You can watch the full discussion below.

Note: Initial planning is in full-swing for our flagship event Skift Global Forum, which will be held September 26-27 in New York City. We wanted to make sure our most loyal Skift readers were able to purchase their tickets early and were rewarded for doing so. That’s why we’ve re-opened up our previously sold out early bird discount for an additional 35 tickets. Attendees can now save $800 per ticket on the largest creative business conference in travel.

Read more coverage of Skift Forum Europe 2017.

At this year’s inaugural Skift Forum Europe in London, travel leaders from around the world gathered for a days of inspiration, information, and conversation on the future of travel.

Visit our Skift Global Forum site for more details about 2017 events, including our New York City event September 26-27.