Meeting the demand for real-time, omnichannel support
We know passengers expect instant, accurate, and accessible information, but their preferred channel of communication changes depending on their location, urgency, and stress levels. A truly effective communication strategy must adapt to these evolving needs, throughout the passenger journey.
of customers switch between different support channels depending on their situation.
Source: Salesforce
of people use multiple devices throughout the day, meaning airlines must ensure continuity between desktop, mobile, and in-person interactions.
Source: Customer Think
Passengers dictate the channels - not airlines
Passengers expect airlines to communicate with them on their terms, choosing different channels depending on their situation, urgency, and convenience. While many assume chatbots and self-service apps dominate, research shows that traditional support channels remain widely preferred.
Top channels preferred by customers looking for support
Phone
Online chat
- Phone remains the top choice for urgent matters, with 49% of customers prioritising live support.
- Email is preferred by 21% of consumers for non-urgent queries like booking confirmations.
- Web chat is growing, with 13% of customers using it as their first point of contact.
- WhatsApp continues to emerge as a critical channel, with over 2 billion active users worldwide and increasing adoption for real-time passenger updates.
Passengers expect seamless movement between channels. They may start by checking their flight status via an airline’s app, receive an SMS update about a delay, and then speak to an agent over phone or live chat to discuss rebooking. To meet these expectations, airlines must adapt their communication strategies - not force passengers into pre-defined pathways that don’t align with their needs. Find out more about WhatsApp’s role in passenger communications in our on-demand webinar.
Finding the right balance between automation and human support
While automation plays a crucial role in delivering fast, consistent service, it isn’t always the right solution. 67% of people prefer to use self-service technology and chatbots, but these tools don’t work for everyone or in every situation. AI and automation excel at handling repetitive tasks with speed and precision, eliminating human error and reducing operational costs. However, when passengers face complex scenarios or require reassurance, human interaction remains essential. Your staff are uniquely positioned to provide what technology cannot: empathy and social skills. The most effective approach is a hybrid model, where automation manages routine processes, while frontline staff focus on high-value, emotionally charged interactions that require human judgment.
AI-driven tools are already helping some airlines improve customer interactions, with AI-powered chatbots handling increasingly complex queries and reducing pressure on contact centres. These chatbots can assist with flight rebooking, compensation claims, and itinerary changes, delivering instant responses without human intervention. Beyond chatbots, predictive AI is also emerging as a way to anticipate passenger needs - whether by proactively offering flight alternatives before a disruption occurs or personalising customer service interactions based on past behaviour. However, while AI has significant potential, it must be deployed carefully, ensuring it supports, not replaces, the personal touch that passengers expect during critical moments. Brand consistency must also be a consideration, ensuring that any automated technology deployed properly reperesnts your brand both visually and in tone of voice. Without this, trust is quickly lost.
A truly omnichannel approach
Passengers expect fluid, connected experiences between different communication channels. If they start a query via WhatsApp but need to call an agent, they expect the conversation history to follow them.
of customers prefer to solve issues themselves whenever possible, opting for self-service tools first.
Source: Touchpoint
22% of consumers agree that businesses provide a strong mobile experience - despite 60% of businesses believing they do.
Source: Forbes
This gap between customer expectations and airline capabilities highlights the need for agility - ensuring communication strategies evolve alongside consumer behaviour, particularly during disruption.
Seamless communication reduces disruption impact
By delivering timely, relevant information before passengers feel the need to ask, airlines can significantly reduce inbound calls to contact centres, freeing up agents to handle complex cases while minimising airport queue times through self-service options, all contributing to a reduction in operational costs. Proactive, personalised messaging not only improves passenger confidence but also helps manage expectations, reducing frustration during disruption and increasing NPS/CSAT scores. Meeting passenger expectations isn’t just about operational efficiency - it’s about building trust, strengthening brand loyalty, and delivering seamless, real-time support that passengers now expect as standard.
Read our case study to see how JetBlue increased its net promoter score by 100 points with a focus on its disruption management strategy.
Staying agile in an evolving digital landscape
The most popular apps, devices, and communication channels are adopted by millions of consumers almost instantly, reshaping expectations for real-time engagement. To maintain high levels of passenger satisfaction, airlines must be agile enough to embrace emerging technologies, ensuring they communicate with travellers on the platforms they already use. This is especially critical during disruption.
