Why 2025 is the year travel brands must transform passenger care or risk losing customers forever
Summer 2025 has already seen its fair share of travel drama. Flight delays, strike action, and packed airports have left millions of passengers frustrated and stressed. But while some travel companies scramble to manage the chaos, others are discovering something remarkable: exceptional customer support can transform disasters into opportunities.
Anna Bielikova, Chief Operations Officer at Simply Contact, a multilingual contact centre provider specialising in travel industry support, has witnessed this transformation first hand. Her company handles over 10 million customer requests annually for travel brands worldwide, giving her unique insight into what separates the winners from the losers.
“What we’re seeing in 2025 is that customer support has moved from being a necessary expense to becoming the heart of the entire travel experience,” says Anna. “The companies that understand this are the ones thriving, even when everything goes wrong.”
With 18 years of experience in customer operations and a team that speaks over 20 languages, Anna has seen how the travel industry’s approach to customer care has shifted dramatically.
Below, she offers insights that come from managing support for airlines, booking platforms, and travel agencies across multiple continents, where her team regularly handles everything from simple booking queries to full-scale crisis management during major disruptions.
Why Customer Support Has Become Travel’s Secret Weapon
The days when a standard “we apologise for the inconvenience” email could satisfy stranded passengers are long gone. Today’s travellers expect real-time updates, personalised solutions, and genuine human connection when things go sideways.
“Passengers aren’t just buying flights or hotel rooms anymore – they’re buying peace of mind,” explains Anna. “When their trip gets disrupted, how you handle that moment defines your entire relationship with that customer.”
The numbers back this up. Companies that invest in quality customer support see dramatically different outcomes during travel disruptions. While some brands face social media storms and mass cancellations, others actually strengthen customer relationships through the same challenging situations.
Turning Anxiety Into Assurance
Modern travellers are more anxious than ever. Social media feeds filled with horror stories, unpredictable weather patterns, and global uncertainties have created a generation of nervous flyers and cautious holidaymakers.
Smart travel brands are recognising this shift and adapting their support strategies accordingly. Instead of waiting for problems to arise, they’re proactively reaching out to customers with updates, alternatives, and reassurance.
“We’ve helped travel companies implement what we call ‘comfort communication’ – reaching out to passengers before they even know there’s an issue,” says Anna. “A simple message saying ‘Your flight tomorrow is on time, here’s what to expect at the airport’ can completely change someone’s travel experience.”
Real-Time Crisis Management
When travel chaos strikes – and it always does – the companies that respond fastest and most effectively are the ones that survive and thrive. Anna’s team regularly manages thousands of calls per day during peak disruption periods, and she’s identified clear patterns in what works.
“The golden rule is speed plus empathy,” she explains. “Passengers don’t just want solutions – they want to feel heard and understood. The companies that nail this combination are the ones that turn frustrated customers into loyal advocates.”
The most successful travel brands now treat customer support as a competitive advantage rather than a cost centre. They invest in multilingual teams, 24/7 availability, and omnichannel communication to ensure no passenger falls through the cracks.
The Social Media Factor
In 2025, every customer service interaction is potentially public. A single well-handled complaint can generate positive buzz, while a poorly managed situation can go viral for all the wrong reasons.
“Social media has completely changed the game,” notes Anna. “One unhappy passenger with a smartphone can reach thousands of potential customers in minutes. But the flip side is that exceptional service can create incredibly powerful word-of-mouth marketing.”
Travel companies are learning to monitor social channels in real-time, jumping in to help before complaints escalate. This approach doesn’t just solve individual problems – it demonstrates to everyone watching that the company genuinely cares about its customers.
Anna Bielikova, Chief Operations Officer at Simply Contact, commented: “The travel industry is at a crossroads right now. Companies that still see customer support as just a cost centre are going to struggle. The brands winning in 2025 are the ones that have made customer care their competitive edge.
“We’re working with travel companies to shift from reactive firefighting to proactive relationship building. Instead of waiting for angry calls, they’re reaching out with helpful updates. Instead of scripted responses, they’re training agents to have real conversations. We’ve seen clients achieve huge uplifts in sales while maintaining exceptional satisfaction scores.
“What excites me most is seeing how this approach reshapes the entire customer journey. When passengers know they can rely on genuine support, they book with confidence and recommend the brand to friends. The message for travel brands is simple: your customer support isn’t separate from your brand – it is your brand.”