Steve Singh, Executive Chairman and CEO of Spotnana, emphasises the significant role of servicing in the travel industry, an area often overshadowed by the focus on search and booking. Speaking ahead of the Skift Global Forum, scheduled for September 22–24, 2026 in New York City, Singh proposes that artificial intelligence (AI) is revolutionising the post-purchase phase, cutting costs and improving customer experiences.
The Role of AI in Reducing Costs
Singh suggests that while the industry traditionally concentrates on the initial stages of a trip, the real value lies in the subsequent servicing. He notes that Spotnana’s combination of AI and automated workflows across varied content sources has led to substantial reductions in labour costs. This technology can potentially decrease servicing expenses by over 50%, while enhancing the traveller experience by offering more personalised and proactive servicing.
With AI taking over routine tasks such as handling cancellations, managing unticketed flights, and processing refunds, the need for human intervention in these tasks has decreased. Instead, human agents are able to focus on higher value services, enhancing interactions where personal touch is crucial.
AI Enhancing Customer Relationships
According to Singh, modern travellers expect seamless assistance throughout their journey. Spotnana is addressing this expectation by collaborating with travel providers to create direct connections that ensure booking changes reflect across all systems. Singh asserts that reliable service delivery, rather than merely selling tickets, is where companies can secure trust and differentiate in the market.
Curation and the Future of Travel Bookings
As the customer journey becomes more fragmented, Singh has reoriented Spotnana’s approach to travel product curation, ensuring they present the most appropriate options to travellers. By leveraging conversational AI booking systems, travellers can specify their preferences using natural language, prompting travel providers to deliver comprehensive and accurate product information directly.
Spotnana aims to present options that 95% of travellers would choose from a complete list. This ambitious target underscores the need for accurate, direct integrations to provide high-quality, reliable information.
Strategic Shifts and Industry Implications
- Servicing as a Core Focus: Singh champions the idea that post-purchase servicing is where companies should invest, claiming AI-powered reductions in servicing costs by half.
- Automation and Workforce Transition: Routine servicing tasks are transitioning from humans to AI, allowing human agents to pivot to roles requiring greater engagement and personal interaction, although this may impact workforce requirements.
- Precision in Service Options: By maintaining a high standard of presenting suitable choices (95% accuracy), Spotnana tests the efficacy of their offerings and probes the impact of the remaining 5%.
- Trust Through Quality Service: Singh emphasises that while ticket sales are straightforward, it is the quality of service—potentially enhanced by AI—that builds long-term customer trust.
Steve Singh, alongside other industry leaders, will further explore these insights at the Skift Global Forum in New York, offering an in-depth look at how AI is reshaping the travel landscape.
Reporting based on coverage first published by skift.com.