10 Mar 2025

Automation in Travel: Enhancing Customer Experience with Smart Solutions

Published: 11 Mar 2025
By: Jonathan Carter-Chapman, Marketing Director, Northstar Travel Group
Topics: AI in Travel, Automation, Travel Management Software, Workflow Efficiency, Customer Experience
Read Time: 6 minutes

Quick Summary

Automation is transforming the way the travel industry operates, particularly for travel management companies (TMCs) and travel agencies. From intelligent workflow tools and smart booking systems to end-to-end customer engagement and service-based pricing, the latest innovations are helping travel businesses increase productivity, enhance customer satisfaction, and navigate staffing challenges.

With AI and automation moving from buzzwords to business-critical tools, this article explores how leading technologies like Lokulus, Agentivity, and Penguin TMS are redefining the future of travel operations and customer experience.

Travel Tech Show | 19-20 June 2025 | ExCeL London

Introduction

The travel industry has always thrived on innovation. Today, that innovation is being driven by automation and artificial intelligence (AI), which are rapidly reshaping both the operational and customer-facing sides of the travel ecosystem. From booking and reconciliation to service delivery and compliance, the new wave of smart travel solutions is helping companies become more agile, efficient, and responsive.

In this blog, we look at the technologies leading the charge—what they do, why they matter, and how they’re setting the standard for a new era of travel management.

Automation: A Game-Changer for TMCs and Travel AgenciesBreaking Free from Legacy Models

For many travel management companies (TMCs), traditional commercial models based on transaction fees have become increasingly difficult to sustain. In a service-first world, clients expect bespoke, responsive support—and they’re willing to pay for it. But to justify this shift, TMCs need robust, transparent insights into the value they provide.

That’s where tools like Lokulus and Agentivity come in. Together, they’ve developed a solution that gives TMCs the power to track and analyse every client engagement, offering the data needed to support service-based pricing.

The opportunity for AI to assist TMCs to elevate their service offering is enormous, says Alister Harris, CEO of Lokulus.

With automation tracking SLAs, flagging delays, and allocating tasks based on staff skillsets, travel teams can demonstrate tangible value while optimising internal workflows. It’s not just about doing more with less—it’s about doing better with what you have.

Smart Workflow Automation: Driving Operational Excellence

One of the most significant benefits of automation is how it enables streamlined workflows and improved resource management. Especially in today’s environment of staff shortages, systems that help travel businesses assign tasks more intelligently are invaluable.

For example, Lokulus’ AI workflow engine integrates seamlessly with Agentivity’s travel data platform. The result? Travel consultants are automatically assigned tasks that align with their experience or availability, cutting waste and boosting responsiveness.

This kind of intelligent workflow automation is transforming how travel teams operate. Instead of reacting to issues manually, they’re able to pre-empt problems, hit SLA targets more consistently, and delight clients with faster service.

Penguin TMS: A Comprehensive Software Ecosystem for Travel Agencies

If Lokulus and Agentivity are bringing smart automation to TMCs, Penguin Travel Management Software is doing the same for the broader travel agency sector. With over 25 years of experience and integration with more than 75 products, Penguin offers a modular, cloud-based platform that handles everything from bookings and CRM to reconciliation and compliance.

Key Features Driving Automation in Penguin:

Multi-currency invoicing & language support for global business
Automated reconciliation of payments, bank transactions, and supplier accounts
ATOL & ABTA reporting built into the platform for UK compliance
GDS and NDC integration for seamless booking and data access
Email and WhatsApp automation for improved customer communication
DocuSign integration for faster contracting and e-signatures

By automating financial operations, communication, and compliance reporting, Penguin frees up valuable staff time and reduces error rates—enabling teams to focus more on customer service and business development.

Customer Experience at the Heart of Automation

While back-office efficiency is essential, the biggest value of automation lies in its ability to elevate customer experiences. Whether through personalised itineraries, real-time support, or transparent service tracking, automation allows travel companies to offer smoother, smarter journeys for their clients.

Take AI-driven customer engagement, for instance. Tools like smart inboxes, chatbots, and predictive prompts are helping travel providers respond faster, offer tailored suggestions, and deliver a more human experience—without needing more staff.

For the first time, there are detailed views on all customer engagements as well as the holy grail – exceeding on customer SLAs whilst being able to offer and charge for truly bespoke services, says Riaan van Schoor, CEO of Agentivity.

This represents a major shift. The more visibility and control travel businesses have over the end-to-end customer journey, the more proactive—and profitable—they can become.

The Bigger Picture: Industry-Wide Shifts in 2024 and Beyond

According to PhocusWire’s 2024 Travel Tech Trends, automation is no longer optional—it’s the foundation of modern travel operations. Key trends include:

Trip Stitching: Using AI to combine disparate booking components into seamless itineraries.
Data Infrastructure: Treating data as a core asset, not just a byproduct, to drive personalisation and smarter decision-making.
Cloud-Based Flexibility: Platforms like Penguin are enabling agencies to adapt quickly without large upfront investments.
End-to-End Automation: Automating everything from reconciliation and reporting to booking and follow-up communications.

Major players like Travelport are also investing heavily in AI-powered agent tools that guide consultants in real time, enhancing both compliance and productivity.

Challenges on the Road to Full Automation

Despite the benefits, automation still brings its challenges. Many travel businesses struggle with:

Implementation time and cost
Data security and privacy
System integration with legacy tools

Yet, these hurdles are increasingly being addressed by newer SaaS models and modular platforms that allow businesses to adopt automation in stages. The key is starting small, measuring impact, and scaling up based on business goals.

Conclusion: A Smarter, More Responsive Travel Industry

As automation continues to evolve, its impact on the travel industry will only deepen. From enabling TMCs to shift towards service-based revenue models, to helping small agencies punch above their weight with integrated booking and CRM systems, the technology is becoming a strategic differentiator.

The winners in this new era will be those who embrace smart automation—not just to cut costs, but to deliver better experiences for clients, improve internal efficiency, and drive sustainable growth.

Blog