The traveler´s experience as the key to modern tourism
As the global tourism industry expands at a rapid pace, the biggest challenge isn't attracting more visitors, but designing experiences that transform them into loyal customers. Personalized service and technological efficiency are no longer a plus: they're the new standard
Tourism is experiencing an unprecedented growth cycle. According to projections by the Boston Consulting Group, global spending on leisure travel will reach $15 trillion by 2040, tripling current levels. However, beyond volume, the real shift lies in travelers' expectations: today, the focus is no longer just on the destination, but on everything that happens before, during, and after the trip.
Customer experience has become the new competitive advantage. This is reflected in Zendesk's CX Trends 2025 report, which reveals that 89% of industry leaders believe providing exceptional service is key to standing out in an increasingly dynamic and demanding market.
In this context, the experience is no longer limited to the check-in or the tour: it begins with the first click, the search, the WhatsApp contact, a well-crafted automated response, or a swift solution to an unforeseen event. Every touchpoint counts and can add—or subtract—value to the overall experience.
A more informed, more connected and more demanding traveler
New generations, especially Millennials and Gen Z, are redefining the way we travel. They grew up in digital environments, are accustomed to instant responses, and expect seamless, frictionless interactions. They can't tolerate slow processes, impersonal service, or technological barriers. For them, the bar is high: agility, personalization, and omnichannel.
This represents both a major challenge and a great opportunity for brands in the sector. Those that manage to adapt to these new demands, creating relevant, memorable, and seamless experiences, will not only stand out from the competition, but will also build lasting relationships.
Technology at the service of experience
In this new landscape, technology plays a fundamental role. Artificial intelligence, intelligent chatbots, 24/7 self-service, proactive messaging, and predictive analytics are no longer tools of the future: they are the pillars of a new way of engaging with customers.
Today, leading tourism brands are investing in systems that allow them to anticipate needs, activate personalized promotions at the right time, resolve queries naturally and quickly from any channel, and even detect emotions or frustrations in real time to respond accordingly.
81% of customer experience leaders believe that, in the coming years, 80% of problems will be resolved without human intervention. But this doesn't mean eliminating empathy: on the contrary, automation frees up human talent to focus on what truly matters: solving complex issues, connecting emotionally, and addressing exceptional issues.
In fact, 85% of executives surveyed believe AI can make interactions more human, and 87% are confident in its ability to personalize the experience without sacrificing efficiency.
Measurable results and long-term loyalty
These advances are already translating into concrete benefits: 65% of travel and hospitality industry leaders report achieving positive returns after incorporating artificial intelligence tools into their customer experience strategies.
This becomes especially relevant during periods of high demand, such as the summer season, when operational resources are often stretched thin and attention to detail makes all the difference. From a quick inquiry about amenities to the frictionless ability to cancel a reservation, book activities at the destination, or resolve unforeseen issues in seconds, each micro-experience becomes an opportunity to generate satisfaction—and loyalty.
Because today's travelers are clear: a bad experience can ruin a trip, but impeccable service can make it unforgettable.
Source: Eva García Luna, Principal Solutions Consultant at Zendesk.