It sounds like the start of an episode of Black Mirror. The consumer DNA testing company 23andMe announced it was “teaming up” with Airbnb to connect customers with their heritage: by helping them go on holiday to where their ancestors may have lived. Big data, it seems, can put you back in touch with your roots.

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, Morningstar financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00.