The airline industry has been navigating rapid changes, redefining exceptional customer experience (CX). Over the past year, airlines have soared to new heights in CX, leveraging tech, talent, and transparency to make flying less of a headache and more of a high note.
As we taxi into 2025, let’s take a quick look back at the CX wins of 2024 before diving into our bold predictions for what’s coming next.
A quick look back at CX in 2024
1. The rise of WhatsApp and chatbots
2024 was the year airlines finally embraced the power of messaging platforms like WhatsApp. From answering basic queries to updating passengers on delays, messaging and chat became a lifeline for travellers. Airlines that invested here saw higher customer satisfaction and reduced strain on call centres.
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2. AI agents took flight
Automated customer support wasn’t just about cost savings anymore. AI-powered agents became smarter and more conversational, handling everything from rebooking flights to issuing refunds—often faster than their human counterparts.
3. More self-service options
In 2024, self-service channels, apps, and portals became indispensable. Passengers loved the autonomy, and airlines loved the reduced operational costs.
But let’s face it: relying on apps also created some friction. Travellers have grown tired of having to download yet another app for a single trip. As more airlines recognised this, they started enabling app-like experiences directly through messaging channels such as WhatsApp or web-based tools, simplifying the process for users.
This shift towards messaging channels and lightweight solutions is expected to continue in 2025, offering travellers the convenience of self-service without the clutter of additional apps. Moreover, many airlines are focusing less on their native apps altogether, recognising that 91% of consumers find downloading new apps frustrating. By leaning into messaging platforms like WhatsApp, airlines can meet passengers where they already are, ensuring a smoother experience.
Our top 7 predictions for airlines in 2025
1. Widespread adoption of AI virtual agents
Remember when calling an airline meant sitting on hold forever? Not anymore. In 2025, AI agents are stepping up as the first line of defence for customer enquiries. These bots will handle an even larger chunk of interactions, from ticket changes to luggage tracking—and they’ll do it without breaking a sweat.
But here’s the kicker: These AI agents aren’t just faster; they’re smarter. By tapping into natural language processing (NLP), they’ll understand context better and even detect customer emotions. So, when you’re panicking about missing a connection, the bot’s response will feel more like a friend’s reassurance and less like an automated shrug.
2. Real-time multi-channel communication
“I messaged them on WhatsApp, emailed customer service, and tweeted… but no one got back to me!”
Sound familiar?
In 2025, airlines will finally solve this headache. Communication will be seamless across channels. Start a conversation on WhatsApp, continue it via email, and finish it in-app without repeating yourself.
This omnichannel approach is a game-changer for passengers. It’ll save time, reduce frustration, and communicate that the airline actually cares about the customer’s convenience.
Airports, too, will begin embracing messaging and chat platforms to improve the traveller experience. While airlines have typically owned communication, airports can step in to provide critical information such as gate changes, security wait times, and baggage updates—all via messaging channels. This coordinated effort between airlines and airports will take CX to new heights.
3. Proactive disruption management
Flight delays and cancellations aren’t going anywhere, but how airlines handle them is about to change. In 2025, predictive analytics will allow airlines to identify potential disruptions before they happen. Passengers will receive proactive updates with options to rebook, claim vouchers, or get accommodations—all before chaos erupts at the gate.
This approach does two things: it smooths out travel hiccups for passengers and helps airlines avoid overwhelmed call centres and the PR nightmare of angry tweets and viral complaints.
4. Hybrid roles for staff: humans + AI collaboration
No, robots aren’t replacing humans, but they are becoming teammates. In 2025, airline staff will work hand-in-hand with AI tools to deliver exceptional service. For example, AI might provide real-time suggestions to gate agents about how to handle stressed-out passengers or flag frequent flyers for upgrades.
This collaboration will free up staff to focus on their strengths: empathy and problem-solving. Sometimes, only a human can offer the reassurance you need when things go awry.
5. Customer support agents as specialised problem-solvers
With AI taking care of the routine stuff, human customer support agents are evolving into specialists. These aren’t your average call centre reps anymore. In 2025, they’ll be highly trained to handle complex issues and high-stakes situations—like reuniting a family separated by a missed connection or resolving a billing snafu for a multi-leg international trip.
Think of these agents as the elite squad of customer support. They’ll be backed by AI insights but armed with empathy, creativity, and the authority to make decisions on the fly.
6. Increased personalisation with predictive AI
Imagine this: You’re at the airport, and your app pings you with a suggestion to grab coffee at your favourite chain near Gate 24. Or your inflight entertainment system remembers where you left off in that movie you started on your last trip.
In 2025, airlines will use predictive AI to anticipate passengers' needs and preferences before they even realise them. This goes beyond marketing; it’s about creating a frictionless, almost magical experience that makes passengers feel valued.
7. Sustainability messaging and transparency
Flying green isn’t just a PR stunt anymore—it’s a competitive advantage. 76% of travellers have expressed a desire to travel more sustainably.
In 2025, airlines will double down on sustainability efforts, not just in operations but also in their communication with passengers.
Expect detailed reports on how your flight’s emissions compare to industry averages, seamless options to offset your carbon footprint and updates on investments in sustainable aviation fuel (SAF). Airlines that can back up their green promises with transparency will win over eco-conscious travellers.
Why these predictions matter
At their core, these trends share one goal: to make flying less stressful and more enjoyable for passengers. By combining the best technology and human ingenuity, airlines can bridge the gap between what customers expect and what they’ve been getting.
Sure, there’s still room for improvement, but if 2025’s predictions come true, the skies will look brighter for both passengers and airlines.
So, buckle up. 2025 is going to be a thrilling ride.
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