When Plans Change: Automating Agility in Travel Marketing

By Alicia Torres, Senior Marketing Manager at Force24

 

 

We don’t need to tell you that travel rarely sticks to the script. Flights get cancelled. Offers expire. Storms roll in. And the moment a customer’s plans change, so do their expectations. The challenge for travel marketers? Responding to that shift in real time. Not just with customer service updates, but with thoughtful, timely communication that helps customers feel reassured and supported. This could potentially be a sensitive time for customers. They’re probably stressed out, maybe even worried so in this moment, trust can either be built or lost. Imagine sending a customer an automated email that reads ‘How’s the trip going?’ when their plane has just been cancelled. That would be a nightmare and, probably, rubbing salt in a sore wound. Travellers will be looking to their travel company to be the ultimate source of truth and expect that truth to be accurate. That puts real pressure on data to be clean, automation to be slick, and messaging to hit the right tone. That’s why top travel brands are rethinking the way they communicate before, during and after a trip. They’re using automation and AI to build flexibility into every customer journey, no matter what curveballs are thrown along the way.

 

Why agility matters more than ever

Travel isn’t like retail. The journey doesn’t end when someone hits “book now.” From there, it can be weeks (or even months) until departure. In that time, a lot can change. Weather. Timings. Plans. Entire destinations, sometimes. It’s no surprise, that “67% of consumers say their expectations for timely communication have increased in the last two years.” When disruption hits, silence isn’t an option. And a slow or generic response can do more harm than good. Travellers, like all consumers, are more informed than ever. They’ve got access to endless travel tools and DIY options, but they choose to work with travel companies for a reason. And here’s the good news: with the right automation in place, it doesn’t take a big team to stay responsive and that’s beyond just having an excellent customer support team. It’s falls onto having a smart setup that does the thinking for you, powered by real-time triggers and journeys that adapt when your customer’s world does.

 

The power of planned reactivity

Let’s say a flight gets delayed. It’s frustrating for the traveller, but it’s also an opportunity for your brand to step in and make things feel smoother. With automation, you could have a journey like this already in place:

– An instant SMS confirming the delay and what happens next.

– A dynamic email with updated check-in or transfer info, pulled straight from your data feeds.

– A follow-up message offering a small gesture, maybe a lounge pass or room upgrade to soften the disruption.

That’s not just good service. That’s proactive, brand-building communication that shows up at the exact right time. And the best part? It’s all automated. Think of it as a Delay Management Journey. It runs quietly in the background; it’s already built for worst case scenarios, and it leaves a lasting impression.

 

Thinking ahead, not just reacting

Of course, delays aren’t the only thing that can throw plans off course. Weather can shift quickly and a sunny escape turning grey can change expectations fast. That’s where weather-based automation comes in. With the right setup, you can:

– Automatically swap out excursions in your pre-travel email to showcase indoor activities or alternative plans.

– Send a friendly, helpful message like: “Looks like it might rain! Here’s how to still make the most of your break.”

– Offer curated local tips, partner deals or exclusive experiences tailored to the forecast.

It’s a small adjustment that makes a big difference. And it shows your customers that you’re paying attention even to the skies.

 

When plans fall through completely

Sometimes it’s not just a bump in the road, it’s a full stop. A booking gets cancelled, either by the customer or the operator. It’s disappointing, sure but it doesn’t have to be the end of the conversation. That’s where a Cancellation Re-engagement Journey comes in. Rather than going quiet, your automation could:

– Send a warm, empathetic email outlining next steps and offering support.

– Automatically issue a voucher or credit code, giving them a reason to return when the time is right.

– Use AI to recommend alternative trips based on their past preferences or booking history.

– Follow up with helpful content. For example, a guide to flexible travel planning or fresh inspiration for future holidays.

This isn’t about pressuring someone to rebook. It’s about keeping the relationship warm and supportive and laying the foundations for future loyalty. And before they even hit ‘book’? Sometimes the disruption happens before anything is confirmed maybe a quote is abandoned or a booking journey is left halfway.

That’s where an Abandoned Booking Recovery Journey works its magic:

– A quick follow-up email (say, within 15 minutes) reminding them what they were looking at, with a clear path to return.

– A soft SMS nudge later that day if they’ve revisited but not converted.

– A live chat prompt when they return to your site, offering human support or even a tailored incentive.

And with AI analysing patterns in drop-off behaviour things like price friction, indecision or destination swaps you can keep learning and improving each time. Making it feel human (even when it’s automated.) The beauty of these journeys isn’t just the convenience. It’s how they allow brands to respond at speed but with empathy, relevance and care. When you pair smart automation with real insight, your marketing doesn’t just go out on time. It lands right. The customer feels seen. Supported. And safe knowing you’ve got things handled, even when the unexpected hits.

 

What’s next and what’s possible

You can’t control every twist and turn in a traveller’s plans, but you can control how you respond. With the right automation strategy and AI-driven triggers, travel brands can stay agile, helpful and human at every stage of the journey. And when you get that right? You’re not just solving problems. You’re building relationships that last far beyond the holiday itself. Because in travel, agility isn’t just a nice-to-have. It’s what keeps your brand moving no matter what happens next. Stay agile. Stay connected. Stay trusted.