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The State of CX in Travel and Hospitality for 2024

The blog post discusses the evolving landscape of customer experience (CX) in the travel and hospitality industry for 2024, emphasizing its critical role in the sector's survival post-pandemic. It highlights challenges faced by businesses, such as distributed teams and omnichannel communications, and explores key trends shaping CX.

The picture shows a road with the year 2024 on it
Chris Hague
27 March 2024
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Customer experience remains a critical factor for businesses across various sectors. However, in industries like travel and hospitality, offering exceptional interactions isn't just advantageous—it's essential for survival.

Over the past few years, the pandemic and its associated restrictions have severely impacted the travel and hospitality sector. Although consumers are eager to return to travelling, companies must exert extra effort to rebuild trust. To inject enthusiasm and opportunity back into the experience industry, brands must reimagine their CX strategies entirely.

The global travel and hospitality landscape has undergone unprecedented change in response to the pandemic. The industry faced significant disruptions, from altered booking methods to fluctuating travel regulations. Consumer confidence plummeted, resulting in numerous cancellations of flights, train journeys, and hotel reservations.

As we move towards a future where the travel and hospitality industry may gradually recover, industry experts emphasise the crucial role of customer experience in this revival.

Brands, irrespective of size, must adapt their services and offerings to align with their target audience's evolving priorities and expectations. Some of the critical challenges confronting travel and hospitality companies today include:

1. Distributed Teams: The industry has a history of employing flexible, distributed teams, but it is witnessing a shift towards greater versatility. More employees work remotely or in mobile environments, necessitating enhanced coordination and communication.

2. Omnichannel Communications: Customers increasingly seek multiple communication channels with travel and hospitality providers. This trend has led to the proliferation of two-way messaging experiences and the potential adoption of video communication solutions.

Trends Influencing Travel and Hospitality

CX technology will play a pivotal role in consistently enhancing customer experiences. Whether it's a hotel ensuring a safe and welcoming stay or an airline keeping passengers informed about delays, technology can significantly impact the overall travel experience. Some of the noteworthy trends in the CX space include:

  1. Contactless Experiences

Hotels are embracing contactless check-in and check-out processes to reduce direct contact between guests and staff. Mobile check-in apps allow guests to complete registration, select rooms, and access their accommodations using their smartphones, minimising the need for face-to-face interactions at the front desk.

The adoption of contactless payment systems, such as mobile wallets and QR code payments, has become widespread across hotels, restaurants, and transportation services. These cashless payment methods offer travellers convenience and promote a hygienic and secure transaction experience.

To enhance guest experiences while minimising physical contact, hotels are deploying digital concierge services powered by AI and chatbots. Guests can use these virtual assistants to request room service, make reservations, and access information about hotel amenities and local attractions without needing face-to-face interactions with staff.

Restaurants and food service establishments are leveraging technology to offer contactless dining experiences. This includes digital menus accessible via QR codes, mobile ordering and payment platforms, and tableside ordering kiosks. These solutions enhance safety and efficiency in dining environments by reducing the need for paper menus and physical contact with servers.

  1. Automation and AI

Automation and AI technologies hold immense potential for streamlining operations and enhancing customer service. AI-powered solutions can facilitate self-service experiences, automate repetitive tasks, and free up human resources for more creative and empathetic interactions.

AI-powered virtual assistants and chatbots are revolutionising customer service in the travel industry. These intelligent systems can handle various inquiries, from booking assistance to itinerary recommendations, providing travellers with real-time support and personalised recommendations. By leveraging natural language processing (NLP) and machine learning algorithms, AI virtual assistants enhance customer interaction efficiency, responsiveness, and convenience.

  1. Continuous Innovation

The travel and hospitality industry is experiencing a wave of innovation driven by evolving consumer preferences, technological advancements, and the need to adapt to post-pandemic realities. From immersive virtual experiences to AI-powered solutions, businesses embrace innovation to enhance customer engagement and differentiate their offerings.

With travel restrictions limiting in-person experiences, travel companies are turning to extended reality (XR) technologies, such as virtual reality (VR) and augmented reality (AR), to offer immersive and interactive experiences to customers. Virtual tours of destinations, virtual hotel room previews, and AR-enhanced travel guides provide travellers with a taste of their destination from the comfort of their homes, fostering anticipation and engagement.

  1. Smart Travel Apps and Wearables

Travel companies are investing in smart travel apps and wearables to provide travellers with seamless and personalised experiences throughout their journey. These apps offer features such as real-time flight updates, itinerary management, personalised recommendations, and contactless check-in capabilities. Wearable devices, such as smartwatches and RFID-enabled wristbands, enable travellers to access amenities, make purchases, and unlock doors with a simple tap, enhancing convenience and enhancing the overall travel experience.

  1. Sustainability Initiatives

With growing awareness of environmental issues, travellers are increasingly seeking eco-friendly and sustainable travel options. In response, travel companies are implementing sustainability initiatives, such as carbon offset programs, eco-friendly accommodations, and responsible tourism practices. By prioritising sustainability, businesses not only appeal to environmentally conscious travellers but also contribute to the preservation of natural resources and destinations for future generations.

  1. Harnessing Data for Enhanced Customer Experience

Data plays a pivotal role in unlocking the full potential of customer experience in the travel sector. By capturing and analysing data across various touchpoints, businesses can gain actionable insights to optimise every customer journey stage. For example, predictive analytics can help anticipate demand patterns, enabling airlines and hotels to proactively adjust pricing strategies and inventory management. Similarly, sentiment analysis of customer feedback allows businesses to identify areas for improvement and deliver more responsive and tailored services.

Furthermore, integrating data from diverse sources, such as social media, booking platforms, and loyalty programs, enables a holistic view of the customer, facilitating personalised recommendations and targeted marketing campaigns.


In conclusion, the state of customer experience (CX) in the travel and hospitality industry for 2024 presents a landscape defined by resilience, innovation, and adaptability. Despite the profound disruptions caused by the pandemic, businesses in the travel sector have demonstrated remarkable agility in responding to evolving consumer expectations and market dynamics.

As we navigate the road to recovery, it is evident that CX will continue to play a pivotal role in shaping the future of travel and hospitality. From contactless experiences and AI-powered solutions to sustainability initiatives and data-driven insights, businesses are embracing transformative technologies and strategies to enhance guest satisfaction, drive operational efficiency, and foster sustainable growth.

As we look ahead, it is imperative for industry stakeholders to remain vigilant and proactive in addressing emerging challenges and opportunities. By prioritising customer-centricity, innovation, and collaboration, the travel and hospitality sector can emerge stronger and more resilient, offering memorable experiences that inspire and delight travellers around the globe.

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