Global CX Growth Opportunities in the Travel & Hospitality Industry 2025 to 2026

Customer Perspectives

In 2024, pent-up demand for travel boosted spending in this industry to nearly pre-pandemic levels. With increasing demand and the need to recoup revenue lost during the 2020-2022 pandemic restrictions, prices for air and ground transportation, accommodations, and dining are high. Revenue growth is also expected due to increased spending by consumers on vacations/holidays compared to the past. Luxury travel is on the rise, and consumers are stretching their budgets to enjoy their holidays with more activities.

Customers want seamless, omnichannel journeys more than ever. Consumers want more personalized travel experiences. Travel and hospitality (T&H) companies are investing in data analytics to deliver customized itineraries, hospitality perks, and enhanced onboard flight experiences. The infusion of artificial intelligence (AI) further enables businesses to automate personalized customer journeys. AI-based chatbots and intelligent virtual assistants (IVAs) enhance customer experience (CX) in the contact center environment, while analytics improve targeted marketing and drive a higher close rate.

The pandemic made contactless technology more prominent in airport shops and dining establishments, allowing travelers to pay or order from a menu using their smartphones.

Beyond CX, AI and machine learning are helping businesses manage their revenue better with predictive pricing models and process automation.

The primary goals of this study are to determine implementation plans of interaction channels, applications, and solutions in the contact center environment in the T&H industry and to understand purchase trends. It also investigates the factors that influence product selection.

Decision-makers and purchase decision influencers of T&H contact centers were surveyed across business functions, including CXOs, managing directors, owners, senior management, middle management, and others.