ONLY readers living under a rock for the past two months will be unaware of Pokémon Go. The smartphone game, which overlays augmented-reality onto real-world locations, has been downloaded some 100m times on Google Play alone. Players hunt for their favourite characters at “Pokéstops” and send them into gladiatorial battle in “Pokégyms”. Some Pokémon are only found in certain parts of the world. As a result any player dedicated to the game's mantra of “Gotta catch them all” needs to travel. 

This has made the travel and hospitality industry sit up and take note. Without warning, a host of businesses and landmarks have found themselves swarming with eager gamers staring at iPhones. Initially, bars and cafes lucky enough to be assigned as Pokéstops paid for “lures”, a feature of the game that allows them to attract more Pokémon (and therefore players). Now the travel industry has ramped things up and Continue reading