Navigating disruption in aviation: Insights from Amadeus' latest report

Reflecting on the complexities of managing travel disruption, one thing is clear; effective communication is essential for success. Recent discussions, as featured in this Amadeus report, highlight the crucial role of clear, timely communication for both passengers and airlines during disruption.

At 15below, we help travel brands around the world to communicate clearly during tough times. We believe above all else that passengers need reassurance and clarity when things go wrong. That's why we work closely with travel brands and our partners to make sure passengers have all the information they need, when they need it. By using detailed customer profiles and adopting modern retailing standards like ONE Order as they’re introduced, we can personalise communication channels based on each traveller's unique needs and preferences.

The evolving landscape of passenger compensation and re-accommodation preferences, as outlined in Amadeus’ report, reinforces the need to offer tailored solutions that align with individual circumstances. Whether it's providing cash refunds, entertainment vouchers, or future travel credits, airlines should be providing offerings that resonate with each of their customers – because true loyalty can only be built with a personalised approach.

As expected, Artificial Intelligence (AI) is a reoccurring theme in the report and is being widely discussed across the aviation industry as a means to address some of the operational challenges airlines face. Throughout the report, AI is cited for its versatility and potential to solve some of these issues or offer a new, quicker way to manage current processes. For instance, it’s highlighted as a tool for automating passenger re-accommodation during disruption, improving operational decision-making processes, enhancing communication with passengers, and facilitating automated responses.

AI definitely has the potential to solve a number of the challenges airlines and travel brands face, but care needs to be taken as we think about deploying them. We need to consider the wider implications of these technologies and have frameworks built around them as they’re deployed to make sure there is a need, it works as intended, and it actually solves the problem.

We know there is a place, or potentially multiple places for AI in our industry but we need to understand what that looks like and then work towards applying it in a controlled, effective way. It's evident that airlines can significantly improve overall satisfaction by providing passengers with timely updates or tailored communication, which we know is a task AI can help achieve. However, the recent Air Canada case serves as a sobering reminder of the potential problems around AI implementation. The airline's loss in a small claims court due to misleading information from its AI-powered chatbot, underscores the importance of ensuring the accuracy and reliability of AI-driven systems, particularly in direct customer interactions.

Despite this setback, Air Canada's efforts have provided valuable insights for the entire industry. Its experience acts as a learning opportunity, preventing other airlines from making similar mistakes and guiding future AI implementations. As an industry, we are still learning how best to use AI, and I think it is important to commend those willing to take the first innovative step in the pursuit of progress. Ultimately, the well-being of passengers remains paramount, but embracing emerging technologies is vital for collective advancement.

This case does raise important questions about airlines' liability for the performance of their AI-powered platforms and underscores the importance of responsible AI governance and internal policies. As the industry adopts AI-driven solutions to improve operational efficiency and passenger experiences, it must prioritise the development and implementation of ethical AI frameworks and operational processes to mitigate risks and ensure accountability. Human-AI collaboration will be crucial, with AI supporting and enhancing airline teams, not replacing them entirely.

Another important theme in the report is the need for collaboration among everyone involved in aviation to overcome challenges. We saw this during the COVID pandemic and it’s as important now as it was then: Working together as an industry is the key to managing disruptions effectively. By sharing information and collaborating with other key stakeholders in a passenger’s journey, including the reservation system, such as Amadeus, the airlines themselves, third-party suppliers, and airports, together we can all make air travel more reliable and more enjoyable for passengers and more profitable for the industry itself.

The insights from Amadeus’ report remind us of the importance of clear communication, collaboration, and innovation in managing disruption, optimising processes, and enhancing the overall passenger experience. If we can focus on this as an industry, there really are some exciting times ahead.