Booking a flight, hotel, or rental car is usually easy. Click, swipe, confirm. Done.
But what happens when things don’t go as planned? A delayed flight. A missing reservation. A check-in system that doesn’t recognize your name even though you’ve stayed there five times before.
That’s where most travel brands still fall short. Not because they don’t have the tech, but because the experience often falls apart the moment something goes wrong.
The industry has nailed the front door. Now it needs to work on everything that comes after.
Whether it’s fixing a problem, changing a booking, or answering a simple question, people expect quick, helpful service across devices, channels, and time zones. When that doesn’t happen, frustration builds. Fast.
That’s why travel brands are rethinking what happens after the confirmation email. They’re investing in smarter, more connected systems that make every part of the journey easier. And at the center of that shift? A stronger digital customer experience.
A Missed Bag Shouldn’t Mean a Meltdown
Let’s say you land after a long flight only to find your bag didn’t make it. You try to use the app, but it doesn’t help. The chatbot doesn’t know what to do. The counter is closed. So you call and sit on hold.
None of those things are unusual on their own. But when stacked, they create a feeling that no one’s in control and that you’re on your own.
Now imagine the same scenario, but the airline texts you before you even leave the baggage claim. It links you to a claim form prefilled with your info. You get a real-time update when your bag is found and see when it’ll be delivered. That’s a completely different experience.
Same problem. Different response. And that difference sticks with people.
The Real Competition Isn’t Just Other Travel Brands
When customers interact with a hotel or airline app, they’re not just comparing it to other travel brands. They’re comparing it to Uber, Netflix, their bank’s mobile app, or even the food delivery service they used last night.
That’s the new standard.
So when a traveler can’t check in online, or can’t get a clear answer on a cancellation policy, it doesn’t matter how nice the room is or how good the rewards program might be. The digital side of the experience already left a bad impression.
This is where the right digital customer experience strategy can make or break loyalty. It’s not just about having the features. It’s about making sure they actually work when people need them most.
It’s Not About Adding More Tech
Most travel brands already have tons of systems in place: CRM platforms, help desks, mobile apps, social media channels. But they’re often siloed. A guest might call customer service, message on Twitter, and email the hotel manager—and none of those channels are synced.
That’s how issues fall through the cracks. It’s also why so many agents sound like they’re starting from scratch every time someone reaches out.
Fixing this doesn’t always mean buying new tools. It often means connecting what already exists and designing experiences that feel coherent.
For example, Sutherland Global helps travel and hospitality teams map out the entire journey, from booking to rebooking, from check-in to complaint resolution. Then they build the connective tissue so it all works together.
Consistency Builds Confidence
Travel is personal. It’s expensive, emotional, and often time-sensitive. So when something goes wrong, people remember how a brand responds.
A good digital customer experience gives people clarity in the moment, not a vague promise to follow up. It keeps them informed, saves time, and shows that someone’s actually paying attention.
That kind of experience builds trust—and repeat business.