Talk to any senior leader in travel, tourism or hospitality right now, and a few themes come up again and again: stretched teams, high expectations, and a growing need to do more with less.
There’s been a lot of focus on data as a way to drive revenue (think along the lines of targeted offers, upsells, loyalty nudges etc). But from our conversations with operators across airports, hotels, and cruise lines, a different kind of value is starting to take centre stage.
Data is becoming a powerful tool for operational efficiency - especially in customer service.
It’s helping frontline teams solve problems faster, reduce repetitive tasks, and deliver a smoother experience, all without massive investment or transformation.
And the organisations seeing the biggest returns? They’re not doing it all at once. They’re taking a phased approach. With a mindset that many would be familiar with “Crawl, Walk, Run.”
Crawl: Start Simple & Connect the Dots
Most customer data already exists, the problem is it’s just siloed. Booking systems, loyalty schemes, contact centres, feedback forms. The first step is simply connecting those dots to give your people a clearer view of who they’re serving.
We spoke with a hotel group that did exactly this by linking reservation and call centre systems. Suddenly, service agents could see if a caller had an active booking, loyalty status, or a recent complaint. No more asking guests to repeat themselves. Shorter calls. Better resolutions. A small step with big impact.
No AI. No new platform. Just visibility.
👉 Something to ask yourself:
If your team took a customer call right now, how much would they know before asking a single question?
Walk: Use What You Know to Work Smarter
Once the basics are in place, the next step is to ease pressure on the areas that regularly tie up time and resources.
A cruise line operator recently found its contact centre was being overwhelmed with repeat pre-departure questions. Things like cabin upgrade options, visa requirements, and booking confirmations for shore excursions. Guests were calling multiple times with questions that had already been covered, just not surfaced clearly or at the right moment.
Instead of scaling the contact centre, the team linked up their CRM and reservation data to power proactive communications. Guests now receive personalised reminders, smart checklists, and timely nudges based on their booking type and past travel patterns.
That shift from reactive to proactive communication has reduced repeat contacts and allowed service teams to focus on complex cases that actually needed a human touch.
👉 Something to ask yourself:
Where are your teams spending time answering the same guest questions again and again? and how could timely data and automation take that off their plate?
Run: Predict and Personalise at Scale
This is where things get exciting. At the “Run” stage, data isn’t just helping you respond, it’s helping you anticipate what’s next.
Picture this: A passenger books a flight from Manchester to Barcelona. Based on their history, location, preferences, and real-time context, the airport automatically sends a tailored travel plan. Parking directions. Live security wait times. Walking distance to the gate. A digital voucher for their favourite coffee spot.
Now imagine that same passenger hits traffic on the way. Geo-location flags the delay and they’re offered a fast-track upgrade via push notification. If accepted, operations are updated in real time to prepare for a late arrival.
This isn’t theoretical. The technology to do this exists today. It’s just a matter of stitching it together in a way that’s sensible, scalable and robust.
And the result? Happier travellers. Fewer panicked calls. Less firefighting for teams.
It’s not about replacing people. It’s about deploying them where they matter most.
👉 Something to ask yourself:
If your operation could predict stress points before they happen, how would it transform the way you support customers and your team?
Final Thought: Operational ROI can be the Quiet Win
In a sector where transformation can often sound like hype, this is something refreshingly grounded.
Customer data doesn’t just help you sell more. It helps you serve smarter.
And for UK travel, tourism, and hospitality businesses trying to balance great service with tighter resources, that’s a win worth exploring.
You don’t need to change everything. You just need to start where the friction is, connect what you already have, and let the insight guide your next move.
And maybe the better question is this:
Where could your operation quietly improve, if your data started working just a little bit harder?