Flight Centre makes first swoop into AI with tech that can read customers’ emotions
![Flight Centre makes first swoop into AI with tech that can read customers’ emotions](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Flight Centre is using AI to improve its customer experience and increase sales in young people – who are more likely to shop online.
News highlights
- AI has already been used to identify a number of customer pain points such as customers not being able to manage bookings
- Flight Centre is introducing a feature on the app that allows customers to claim refunds from certain airlines within 72 hours
- So far the AI is only being used on the main Flight Centre brand and not for subsidiaries such as Aunt Betty and BYOjet
The travel giant has partnered with software-provider Qualtrics on a partnership that uses AI to understand customer sentiment about the brand.
Deviating from traditional feedback routes, the AI allows Flight Centre to collect unstructured data as well as structured data.
Whilst structured data uses traditional feedback such as surveys and satisfaction measures, unstructured feedback uses data collected from emails, chat, messaging, social and online reviews to understand the customer’s emotion and intent. As well as the message itself, conversational analytics will be used to understand a customer’s emotion through things like their sentence structure or frequency of message.
Since the beginning of this year, Flight Centre has analysed millions of sentences of unstructured feedback shared by customers with Qualtrics AI.
![](https://www.travelweekly.com.au/wp-content/uploads/2024/05/Andrew-Stark-1.jpg)
Andrew Stark.
Currently the AI is only being used for the main Flight Centre travel brand and not on Flight Centre’s other brands such as Aunt Betty.
Speaking to The Australian, Flight Centre’s global managing director Andrew Stark said the technology is not being used to solve individual problems, but is a tool to understand market perception.
“We’ve got a customer care team so we’re not seeing this as a silver bullet to give us an overall sentiment or solve individual problems, but it will give us the average sentiment of the market,” he said.
Bulk of sales are still in-store
The bulk of Flight Centre’s trips – 75 per cent – are still booked in-store and the financial value of an in-store trip is still significantly more than an online buy.
On average, in-store customers spent about $5500 on a trip whilst online customers only spent $1000.
This could be attributed to the average age of the customer – in-store a lot of customers are in their 60s (and potentially retired) whilst online customers have an average age of 42.
“There’s probably a moment in time between your 40s and your 70s where you have disposable income, you probably have the means to book larger top holidays and you spend more time travelling,” Stark told The Australian.
A way to find customer pain points
Stark also said that AI had been used to identify a number of customer pain points including not being able to manage bookings.
“Work is in play right now to have that rolled up within the next six to 12 months where there will be a function in our app,” Stark said.
Flight Centre is also adding a feature in its app which allows customers to cancel their flights for some airlines within 72 hours.
Not the only travel provider moving into AI
Flight Centre is not the only one using AI to boost sales. According to iTnews Intrepid has seen a substantial increase in bookings after employing AI, first-party data analytics and real-time behavioural analytics.
Chief customer officer Leigh Barnes told iTnews that introducing “behavioural email journeys” during 2023 made a material difference to the company’s profits.
A “behavioural email journey” is a targeted approach to customer engagement that send personalised emails based on someone’s actions, preferences and behaviours.
![](https://www.travelweekly.com.au/wp-content/uploads/2023/03/Intrepid-womens-tour-nepal.jpg)
Intrepid women’s tour in Nepal.
Latest News
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Chief executive officer Dave Baswal to depart Ovolo Hotels
Ovolo hotels have announced the departure of chief executive officer Dave Baswal from his role, effective from the end of September. Baswal first joined the company in 2016, initially as director of finance & operations Australia, progressing through roles including COO and CFO, managing director, and ultimately assuming the CEO position in 2022. During his […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Amadeus introduces AI technology to modernise hotel business
Travel technology provider Amadeus has partnered with Microsoft to bring the power or AI to simplify hoteliers’ ability to search and understand business intelligence. Amadeus plans to incorporate Gen AI into an innovative new chatbot for its business intelligence suite, debuting with Agency360+. The chatbot is powered by the Azure OpenAI Service and builds on […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
SA’s almost-complete Monarto Safari Park on the market for $50m
The nearly finished luxury hotel and glamping resort inside Monarto Safari Park in South Australia has been put up for sale Jayco caravan founder Gerry Ryan with an asking price of $50 million-plus. The Australian Financial Review reports Ryan acquired the 65.66ha site, in the Murraylands region 70km from Adelaide, from Zoos South Australia in […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Avis and South African Airways announce partnership after relaunch of flights to Perth
Car rental company Avis has announced a partnership with South African Airways (SAA) following the relaunch of its Perth to Johannesburg route after a four-year hiatus. “Avis is proud to partner with SAA to provide an integrated travel experience that ensures our customers receive the highest standard of service both in the air, and on […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Novotel and ibis Styles Melbourne Airport officially open
Novotel and ibis Styles Melbourne Airport were officially opened today, the largest hotel opening in Australia for 2024 so far. Melbourne Airport CEO Lorie Argus, Accor Pacific COO Adrian Williams and Visit Victoria CEO Brendan McClements were joined by more than 120 people, including key industry stakeholders, for the official ribbon cutting and launch of […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Crystal signs memorandum of agreement with Fincantieri
Luxury cruise experience leader, Crystal, has signed a Memorandum of Agreement with Fincantieri to construct two new, groundbreaking ships. The planned 690-passenger (based on double occupancy), 61,800-gross tonne ship will feature a host of amenities and innovative designs that ensure unparalleled comfort and indulgence for guests. Ship designs will be led by architectural firms, Studio […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
New Zealand and Japan named top destinations for Aussie nomads
No word yet as to whether Japan and New Zealand have rated Aussies as their favourite guests.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Windstar Cruises’ 17-night Tahiti Treasures and Marquesas Marvels package
Tahiti looks nice! James, Tahiti! For those of you old enough to remember the ad and rich enough to have a private jet.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
From authority to authenticity: why 39% of Aussies are finding travel brands “too generic”
There is a lot of talk on authenticity, but can any of us agree on what it actually means?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Seabourn Pursuit’s historic naming ceremony with Indigenous godparents at Ngula Jar Island
Given a culture tens of thousands of years old, we at Travel Weekly say this Indig deal is well overdue.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Qantas begins $20m ‘ghost flight’ pay out following ACCC agreement
Hudson is still cleaning up Joyce's mess... Well, she may have had something to do with it herself, actually.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
First Qantaslink A220 touches down in Tasmania, coinciding with plans for new Hobart airport lounge
New A220, new lounge? Only problem is you have to justify a work trip to Tassie.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Virgin Australia’s one million mid-year fare sale from just $49
You can now buy an airplane ticket for less than the cost of an Avocado Toast in Sydney.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Copenhagen’s Bryggen Guldsmeden leads the way in sustainable, luxury hospitality
It's one thing to say you're sustainable and another to actually do it! Bryggen Guldsmeden lives and breathes it.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Deadly coach crash renews call for better national safety standards
Bus crashes continue to take their toll, and these types of tragedies have been taking place for far too long.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Boeing to be charged with criminal fraud by US Justice Department
'If it's not Boeing I'm not going', they used to say... Boeing might need a new slogan writer when the dust settles.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Perth’s Kings Park and Botanic Garden claims the title of Australia’s top attraction
Perth visitors pick Kings Park as Australia's top attraction? Surely quokkas must count in there somewhere.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
AmaWaterways open 2026 cruise reservations
Aussies are jumping onboard the fly cruise trend. Literally. Expect Strine to cut the air from Africa to Egypt.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Slovenia searches soar to new heights off the back of Euro football tournament
If they go on to win the tournament we are sure there'll be a few snap decisions to get on a plane and join the party!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Gold Coast Airport marks major milestone in domestic expansion
Gold Coast Airport undergoes a $17 million refurbishment of its old international area to expand domestic capabilities following the shift of international services to a new terminal. The airport’s new domestic lounge has just opened, marking a milestone in the terminal’s ongoing transformation. With various refurbishments coming in the following weeks, including new flooring, improved […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Tahiti Tourisme gets behind Gauguin’s World exhibit at National Gallery, Canberra
Tahiti Tourisme is supporting the Gauguin’s World: Tōna Iho, Tōna Ao exhibition which was launched at the National Gallery of Australia in Canberra yesterday, 27 June, attended by the Vice President of Tahiti, Eliane Tevahitua, and Prime Minister Anthony Albanese attending the festivities. The exhibition, open to the public from tomorrow, 29 June to 7 […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Park Trek Walking Holidays adds famous Larapinta trail to portfolio
Does a small group walking tour mean small groups walking or small people walking in a group? Time to clarify.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Amsterdam to phase out cruise ships from the city centre within the decade
There are fumes and there a 'fumes'. Amsterdam is a city of many, apparently some more acceptable than others.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
All you need to know about White Bay Cruise Terminal
Here is everything you need to know about White Bay Cruise Terminal, one of two dedicated cruise passenger terminals in Sydney Harbour. Entering the cruise terminal The terminal is located at James Craig Rd, Rozelle, with easy road access via The Crescent / James Craig Road. Pedestrians and cyclists are allowed to enter the terminal […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Cathay Pacific to relaunch Hong Kong to Cairns in December
Given the amount press shots like this in the Cairns Airport we've seen lately, things must be busy in the office!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Topdeck’s mammoth Europe Winter promotion
Pack your gloves for this European winter holiday, but you'll have to take them off if you want to tap the app. Damn.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
More than half (53%) of LGBTQIA+ travellers have experienced discrimination whilst travelling
If you needed proof that the world still needs pride events, this is it.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Intrepid’s new 12 page handbook designed to help agents sell sustainable travel
We've even got the link! You didn't think we'd make you go searching for it, did you?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
SeaLink Whitsunday’s Red Cat Adventures and Whitsunday Jetski Tours
This article reminds us that it is too easy to overlook the magic of Australia's own destinations.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Quad biking safety questioned after 21-year-old suffers horrific injuries
She'll be picking gravel out of her face for a long while yet. We know! Hard lesson to learn.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Saudi Arabia hosts film night at the Sydney Opera House
It is very unfortunate Saudi Arabia had their cinemas shut for 30 years, however they did at least miss Vanilla Sky.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Rex kicks off new flights from Perth to Adelaide, Melbourne
Swap the quokkas of WA for the churches of Adelaide or the trams of Melbourne. Can you tell we love a travel cliché?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Fiji Airways partners with American to offer guests access to AAdvantage rewards program
Book a flight with Fiji Airways and build up your airmiles for a trip to the States, sounds like a win win to us.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Hurtigruten first cruise line to plug into Reykjavik’s new shore power
Things are getting pretty green with Hurtigruten in Iceland, which is amazing considering how cold it is half the year.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Thai Airways expands technology partnership with Amadeus
This might be the moodiest airline photo we have ever seen. Was Thai Airways going through an emo stage?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Incredible landscape series with images taken from a Cessna 182 called Valerie
Unlike Google maps, there is nothing weird going on here. So don't even try to zoom in.