2026 will be the year that AI becomes a real part of customer service. But as global research and advisory firm Forrester recently pointed out in their predictions for 2026, it won’t be the glamorous kind of ‘real’.
It will be the kind of work that happens behind the scenes: cleaning up data, simplifying technology stacks, retraining people and fixing the foundations that AI depends on.
For travel brands, this shift is already happening.
AI won’t fix chaos
Airlines, OTAs and hospitality groups have been some of the earliest adopters of AI-driven chatbots and self-service tools. But as Forrester notes, 2026 will separate those who’ve experimented with AI from those who’ve operationalised it.
For travel, that means the hard work ahead isn’t about ‘launching another bot.’ It’s about integrating AI meaningfully across journeys that are inherently unpredictable: flight delays, cancellations, lost luggage, itinerary changes and high-emotion moments where empathy matters most.
Without clean data, integrated systems and clear workflows, AI will only automate chaos faster. And customers, already fatigued from digital handoffs, will feel it.
What this means for outsourcing partners in the travel sector
From a BPO perspective, Forrester’s forecast validates what we’re seeing across our own travel clients: AI is transforming service models, but not in the way people expect.
The foundations matter most
Travel brands often run legacy reservation systems, fragmented CRM tools and multiple language and regional support centres. Before AI can enhance experience, the plumbing must work.
That’s where we come in: helping travel companies rationalise vendors, consolidate workflows and clean data so that AI can actually deliver what’s promised.
Human + AI, not human vs AI
Forrester predicts that about one in four brands may see a 10% improvement in successful self-service interactions. That’s progress, but it also means 90% of interactions still rely on a person, because in travel, empathy and judgment remain irreplaceable.
The real opportunity lies in hybrid models with AI handling simple queries (booking confirmations, baggage tracking, visa info) and skilled CX experts stepping in where empathy and escalation matter.
Be ready for the unexpected
Forrester warns that agentic AI, including consumer-built bots, could flood call centres with unexpected demand. For example, imagine a traveller’s personal AI assistant repeatedly calling an airline to rebook flights during a storm.
Travel brands will need flexible CX partners who can scale rapidly, manage surges and monitor patterns in real time. That operational agility is a core strength of modern BPOs.
Training for a new kind of agent
As AI becomes part of daily operations, new roles are emerging including AI coach, exception handler and hybrid service specialist.
In travel, that means reskilling frontline agents to guide AI responses, ensure accuracy in dynamic conditions (like last-minute schedule changes) and handle complex or emotional cases.
Why this matters for the travel industry
Travel is one of the most emotionally charged customer experiences, with travellers frequently experiencing anything from anticipation to stress, relief and disappointment.
And while automation can streamline, it can’t empathise.
That’s why the not-glamorous groundwork Forrester describes – the process design, the data clean-up, the workflow mapping – is exactly what will determine whether AI enhances or erodes customer trust.
Travel brands that get this right will have faster resolutions, lower cost-to-serve and higher NPS. Those that don’t will risk alienating travellers in their most vulnerable moments.
The Ignition CX view
As a customer experience partner, we see Forrester’s forecast as a reality check, but also confirmation that we’re on the right track.
2026 will reward those who take a pragmatic approach: investing in data quality, re-architecting service models and equipping people to thrive in AI-hybrid environments.
Our mission is to help travel brands build that bridge, from human-first service to AI-enhanced excellence, with the resilience, empathy and operational depth that define world-class CX.