Flight comparison site offers free trips based on DNA ancestry

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Travel agencies are now capable of curating journeys based on more than weather and school holidays, such as this platform that builds contextual trips based on big data, and now a flight comparison website is offering free trips based on users’ DNA. Momondo, a Denmark-based flight comparison platform, has partnered with AncestryDNA to run a marketing competition that sees winners receiving free trips to the countries where their DNA originates. Tests are based on saliva samples sent through the post, which shows that most users have varied, multinational ancestries. Called The DNA Journey, the project aims to improve diversity tolerance…

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