“It’s been encouraging to see an increase in bookings, but I believe the travel industry needs to do more to ensure this recovery is sustained. The rules of engagement have changed post-pandemic, and the test of how we recover lies in how well we adapt.

“What we face now is the challenge of providing great customer experiences in the face of increasing demand, customer expectations and limited staff resources. With many travel professionals leaving the industry causing frustration, the already fragile customer confidence is at risk.

“Our industry is being measured against sectors where digitalisation of the customer experience has moved more quickly. Customers’ expectations are higher than ever before, and they are less likely to stick with brands that don’t offer great customer service. But there’s also great opportunity. Customers are rethinking their travel priorities and open to trying new brands and experiences.

“So what does this mean? With 55%* of customers now preferring digital experiences and 45%* opting for self-service, investing in the right technology and aligning it with the human touch to create the best customer experience is the way forward. Technology boosts efficiency, automates admin tasks, enables greater levels of self-service, and enhances customer relationships; and ultimately betters sales.

“Those adapting quickly and investing in technology will not only recover, but future-proof their businesses.”

• inspiretec.com

_{*Forbes: 15 Stats About Post-Covid Customer Service by Blake Morgan, customer experience futurist}