Johannesburg – FCM Travel announced that Sam – already known to customers as the company’s AI travel companion – has been fundamentally reimagined. What goes live across more than 90 countries in June is not just an upgrade.

It is a new category. A proprietary AI ecosystem built at the core of FCM’s technology, making Sam the intelligence layer running through everything FCM does – not a feature sitting on top of it. For existing customers, what’s coming will feel like a different product entirely.

“This is a genuine, game-changing first for the managed travel industry,” said John Morhous, Global Chief Experience Officer, FCM Travel. “A lot of our competitors are trying to bolt AI onto existing stacks, but the real power in AI is that the more connected it is, the more you can do with it. Sam is built, not bought – and that compounds over time.”

Sam intelligence works across all roles – travellers, arrangers, and travel managers – with equal depth. Most AI in managed travel still focuses on a single point in the journey. Underpinning it all is FCM’s proprietary technology architecture, which defines which trusted data sources Sam queries for each interaction, preventing hallucination and ensuring enterprise-grade accuracy.

Customer data is stored in FCM’s private environment and never used to train public AI models.

Central to Sam’s architecture is its proprietary guardrail system – a capability that goes far beyond hallucination prevention. Travel managers can configure precisely how Sam responds to specific query types, ensuring answers always reflect their policies and rules of engagement.

A traveller not entitled to business class will never receive a recommendation for a premium fare. An out-of-policy hotel will not be surfaced as an option.

Spend thresholds, approval workflows, and supplier preferences are all automatically enforced in conversation, giving organisations the benefits of conversational AI while retaining the programme controls that enterprise travel demands.

“Travellers are tired of fragmented experiences – piecing together more than five tools just to get through a trip,” said Morhous.

“Sam isn’t a single point of support. It’s there throughout the entire journey, for every person in a travel programme. Because our AI is proprietary, the accuracy and compliance enterprises need isn’t bolted on, it’s built in.”

“But what truly sets this apart is our people. Sam works alongside our FCM travel managers so that when a human moment matters most – a disruption, a complex itinerary, an urgent need – our experts step in with the speed, context, and care that no technology alone can replicate. Sam makes those moments more meaningful, not less.”

At launch, Sam delivers end-to-end trip support across the full traveller journey, with real-time programme data intelligence for travel managers through plain-language conversation, seamless handoff to FCM Travel Managers with full context intact, and a unique smart redirect into customers’ existing booking tools – the only AI solution in managed travel to offer this.

“June is only the beginning,” said Morhous. “Because we own our technology end-to-end, every release makes our customers’ programmes smarter.”

Mummy Mafojane, General Manager at FCM South Africa, agrees: “Sam represents a meaningful shift in what you can expect from a travel management partner. FCM South Africa customers have travel programmes that stretch across the continent and beyond, often through complex routings and shifting conditions. Sam brings another layer of intelligence, consistency and speed into every interaction, allowing our local travel experts to focus on what they do best. We see this as the start of something significant for managed travel in our market.”

The move forms part of a broader effort to raise global awareness of Saint Helena’s hiking offering, while improving access to accurate, user-friendly route information for visitors.

“Our island is genuinely unlike anywhere else, offering an extraordinary combination of volcanic scenery and rich biodiversity,” says Jonathan Passaportis, Head of Tourism for St Helena. “By improving free digital access to our trails, we’re making it easier for travellers to explore confidently and discover the scenery that makes St Helena so special.”

The Post Box Walks are the island’s established trail network, covering a wide range of difficulty levels and landscapes. Some follow coastal paths with views over the South Atlantic. Others cut through National Conservation Areas where less than 700 endemic St Helena plovers call home.

“A few walks directly through the island’s history, including routes near Longwood House, where Napoleon Bonaparte spent his years of exile, and others lead to East India Company coastal fortifications,” Passaportis adds.

Although routes are clearly signposted and graded for all skill levels, he highlights how getting accurate, up-to-date route information online for St Helena’s hiking network has historically been a challenge. By listing on Outdooractive, a leading digital platform for outdoor enthusiasts, the island’s trails are now searchable, mappable, and available offline, which matters when you’re somewhere this remote.

St Helena has always been a travel-list-topping destination for intrepid travellers, but Passaportis emphasises how the island’s remote location means we are often viewed as an untouched and difficult frontier.

“By showcasing our spectacular Post Box Walks on Outdooractive, we are quite literally placing our island into the hands of global hikers. This isn’t just about mapping routes; it’s about giving travellers the confidence to immerse themselves knowing they have world-class digital guidance in their pocket,” he concludes.

The routes are live now and free to access here.

The boutique travel event, held at the Norval Foundation in Cape Town, recorded a 37% increase in attendance compared to 2025, with 87% of buyers attending for the first time, drawn from 32 countries. Appointments increased by 29% year-on-year, reflecting a surge in commercial intent from luxury buyers actively seeking African experiences.

The results are striking given the broader context of global uncertainty. According to the newly released State of African Tourism 2026 report, the continent is successfully “selling certainty in an anxious world.” Because high-end safaris and luxury itineraries are typically booked 12 to 18 months in advance, and demand for established destinations remains resolute, the region’s tourism industry is not expected to be materially affected by ongoing disruptions in the Middle East. Instead, discerning luxury travellers are increasingly looking to Africa not as an alternative, but as a trusted destination of first choice.

Africa’s hotel development pipeline tells its own story: with 55% of the entire continental pipeline currently under construction, investor confidence in African luxury hospitality is at an historic high. The infrastructure is being built, and ILTM Africa’s record buyer numbers suggest the demand is ready to meet it.

The 87% new buyer figure is perhaps the most telling statistic of all. As the State of African Tourism report highlights, the post-pandemic “revenge travel” wave has crashed, replaced by a more informed, discerning traveller for whom trust is the new currency. This influx of new buyers suggests that ILTM Africa is actively converting these new markets, translating directly into fresh commercial pipelines and relationships for exhibitors that did not exist twelve months ago. Carol Weaving, Managing Director of RX Africa, the organiser behind ILTM Africa, noted: “The travel sector has always been a people industry selling high-value, high-stakes experiences. Africa Travel Week has evolved into a powerful in-person event where technology handles the heavy lifting, and humans focus on the relationship building that defines this industry.”

Envoyage launched a global partnership with Travefy earlier this month, marking a significant step in the network’s strategy to build a future-fit technology ecosystem for its network of over 3,000 travel entrepreneurs.

Travefy will be offered at a rate exclusive to Envoyage’s global member base across South Africa, Australia, Canada, New Zealand and the USA. Canadian members were the first to take on this tool, consistently sharing their delight with the ease-of-use, professional appearance of documentation, time-savings and customer experience.

Envoyage Canada Member, Olimpia Govorusa, highlighted the impact Travefy has had on her business, stating, “Travefy has saved me time in my day-to-day, which has allowed me to bring on new clients, taking my business to the next level.”

Wendie Lee, Chief Product Officer (technology) for Independent and Luxury brands at Flight Centre Travel Group explained, “Envoyage supports members operating businesses of all sizes, from sole traders to multi-location businesses with large teams. These businesses not only have regional nuances, but they operate across a range of specialisations, business models and platforms. As a result, our objective is to procure, develop and partner with scalable, flexible technology that can meet the unique needs of each member.

“Travefy meets these criteria, serving as the client-facing layer of the Envoyage technology ecosystem and an excellent option for our members to incorporate into their business practices. It brings together bookings and travel components from across multiple systems and presents them as a seamless, professional itinerary and communication experience for the traveller.”

A modern toolkit for travel entrepreneurs

The move to Travefy is designed to enhance productivity and elevate client service through:

• Polished proposals and itineraries with a drag and drop builder and destination content; mobile app for travellers with in-app messaging and live flight notifications.
• Smart, timesaving features, including AI-assisted content creation and smart import from PDFs and emails.
• Deep integrations, including 200+ supplier connections and a hotel database of 1.3M properties from day one.

“Our vision has always been to equip Envoyage members with the most innovative, future-ready tools,” said Danielle Galloway, Global Managing Director of Luxury and Independent Brands.

“After a detailed assessment of tools available on the market, we determined that Travefy’s intuitive design and powerful integrations will help our advisors deliver seamless, elevated experiences for their clients and drive growth for their businesses.”

Seamless rollout and member support

Envoyage will enable access for any member globally who would like to use Travefy, also offering information and training sessions to ensure they can make the most of this exciting new customer tool.

In line with Envoyage’s goal of building a powerful ecosystem of systems, products and support, members will access Travefy via single sign-on through Home, FCTG’s proprietary technology designed for its independent brands, keeping their tools and resources simple and centralised.

“South African travel advisors are operating in one of the most dynamic and demanding client environments in the world,” said Chantal Gouws, General Manager, Envoyage South Africa. “Our clients expect seamless, sophisticated experiences, and the tools our members use to deliver those experiences need to match that expectation. Travefy does exactly that. It gives our members a professional, polished way to present itineraries and stay connected with their clients throughout the journey, without adding complexity to their workflow.”

“This partnership is a direct reflection of Envoyage’s commitment to equipping our SA members with world-class technology that helps them compete, grow, and deliver the kind of service that keeps clients coming back,” she added.

To learn more about Envoyage, visit envoyagegroup.com.

Three weeks on, and flights are slowly returning. As an example, Emirates has resumed operations and is progressively rebuilding capacity. They’re currently operating two daily flights from Johannesburg and one daily flight from Cape Town, with plans to resume three weekly flights from Durban as soon as possible.

But as Herman Heunes, GM of Corporate Traveller explains, while operations have resumed, the situation can change in an instant, with delays, cancellations and restricted schedules still impacting travel plans.

We sat down with the Corporate Traveller team to discuss exactly what travel managers, travel bookers and travellers need to know right now.

1.Capacity is still constrained – and pricing reflects it

The Middle East normally acts as the primary aviation corridor connecting South Africa to Europe, Asia and beyond. When thousands of flights are cancelled or rerouted, you remove a massive amount of inventory from the market. Supply disappears but demand does not.

And as Heunes explains, capacity is not the only factor at play.

“Fares are climbing for several reasons. Yes, supply and demand is a factor, but so are rising oil prices, longer flight paths and associated operational costs (as airlines avoid restricted airspace), and increased operational expenses, including insurance premiums, which are often passed on to travellers.”

2.New routes are filling up – fast

Alternative hubs, including Addis Ababa, Singapore and various European gateways, are growing in popularity as travellers seek non-Gulf routings, further compressing available capacity and driving up last-minute prices.

Corporate Traveller’s latest booking data shows a spike in sales for, among others, Ethiopian Airlines (+100%), British Airways (+100%), Virgin Atlantic (+303%), Lufthansa (+103%), KLM (+114%), Air France (+20%), Singapore Airlines (+109%), Cathay Pacific (+106%) and Air China (+225%).

For Heunes, the practical implication is clear: if your team is booking independently, they are competing for constrained seats, without the expertise, priority access and supplier relationships that a managed travel programme provides.

3.Travel insurance – still your best bet

Perhaps the most pressing question over the last few weeks has been around what  travel insurance will – and won’t – cover.

Speaking on an ASATA webinar during the week, Jason Veitch, Business Head for Accident & Health at Santam Travel Insurance (formerly TIC) explained that war is a universal exclusion across all travel insurance products globally. It’s not unique to South Africa, any single insurer, or indeed the travel industry.

 “War exclusions exist because the scale of conflict can affect hundreds of thousands of travellers simultaneously – and no insurance pool can absorb that,” says Veitch. “But while war exclusions apply to trip cancellation and curtailment, including additional accommodation costs; other benefits, like medical, remain in place.”

This is important, because unexpected medical costs can be crippling for travellers.

 “The main reason for travel insurance is actually medical,” says Veitch. “And that’s what sometimes gets lost in these conversations. Medical cover is still available. Luggage cover is still available. Other benefits are still available. We have had policyholders in hospitals in the region being cared for under their travel insurance. That’s exactly what a policy is there for.”

For Heunes, travel insurance remains a non-negotiable. But it’s important to read the Ts&Cs.

“Different policies will have different wording dealing with war exclusions, known events and government advisories,” says Heunes. “It’ll impact companies doing business in different regions across the world. Understanding what your team is covered for, including medical evacuations, and what territorial limitations might apply, is critical to managing risk.”

4.Airline policies – where does their responsibility begin and end?

During a disruption of this nature, airlines have clear obligations to their passengers. If your flight is cancelled before you depart, you are entitled to an alternative flight or a full refund, with no penalties. If you have already departed and find yourself stranded mid-journey, that responsibility expands: the airline must rebook you, reroute you through partner carriers if necessary, and accommodate you until you reach your final destination.

However, if you choose to cancel a forward booking on a flight that is still operating, standard cancellation terms apply. Check your fare conditions carefully and contact the airline or your travel expert before making that call.

It’s also worth noting that fares are locked at the time of booking – no fuel surcharge increases will be applied to existing trips.

“We have to acknowledge the response of the airlines,” says Heunes. “Emirates, Etihad and Qatar have handled an extraordinarily difficult situation with real professionalism. Extended call centre hours, regular updates and clear communication with agents – they’ve worked hard to keep the trade informed and to process changes and refunds as quickly as possible. It’s made a real difference.”

5.Duty of care – do you know where your people are?

As Heunes explains, any company with a travel programme – big or small – has a duty of care to its travellers. In practice, that means having a clear travel policy in place; access to reliable pre-trip travel information; clear restrictions on travel to higher-risk countries; the ability to locate and contact your travellers quickly in an emergency; and a crisis management plan for when things go wrong. “This is where a travel management company proves its worth,” says Heunes. “When a crisis hits, visibility is everything. A centralised booking system; 24/7 emergency support; strong airline partners; crisis management plans – it’s all part of a managed travel programme.”

Johannesburg – Cybercrime shows no sign of slowing in 2026, with attacks not only increasing in volume, but also in sophistication as criminals use AI to make their attacks harder to detect – and easier to fall for.

It’s a reality for everyone, but business travel creates a perfect storm of vulnerability: unfamiliar networks, distracted travellers and sensitive data in motion. Cybersecurity experts agree that the data carried by business travellers – names, addresses, credit card details, IDs and passport numbers – is like a goldmine for hackers.

And the stakes are high. Statista predicts that global cybercrime losses will reach 15.63 trillion U.S. dollars by 2029. As an example, South African telecoms operators were hit hard in 2025, with Comric reporting that the industry “absorbed R5.3bn in fraud and cyber losses” last year alone.

Herman Heunes, GM of Corporate Traveller South Africa, says every employee who boards a flight with a company laptop, logs into hotel Wi-Fi, or approves a transaction from an airport lounge is at risk.

The threats you’re most likely to encounter

Public Wi-Fi remains the most immediate risk on the road. Whether it’s the airport lounge, a hotel lobby or a conference centre network, these connections are a playground for cybercriminals looking to intercept sensitive data. Bluetooth connections are similarly exposed, a detail many travellers overlook while focused on getting online quickly. Modern Bluetooth can reach up to 100 metres, meaning attackers don’t need to be beside you or even visible to you. In public spaces like airports and co-working cafes, ‘bluejacking’ and ‘bluesnarfing’ are a very real threat.

Phishing is still the entry point of choice. Phishing defence specialist Cofense estimates 91% of successful cyberattacks start with a phishing email – and for a traveller receiving a flood of booking confirmations, itinerary updates and hotel offers, a convincing fake is easy to miss. In 2025 and 2026, these attacks have become significantly harder to spot, with criminals using deepfake technology and AI-generated content to deceive even the most vigilant among us.

But business email compromise (BEC) is where things get expensive. In these attacks, hackers impersonate executives or trusted partners to redirect funds or extract sensitive information. Travelling executives who are approving decisions remotely – often quickly, sometimes in noisy environments – are especially susceptible.

Then there are deepfakes, which represent the fastest-evolving threat on this list. Fraudsters are now using deepfake video and audio to impersonate senior executives on live calls, leading to unauthorised transfers of funds. Scarily, a traveller on a video call with what appears to be their CFO may not be talking to their CFO at all.

Don’t overlook airport charging stations either. Public USB ports can be compromised in a tactic known as “juice jacking,” where malware is silently installed on connected devices. And ransomware has evolved beyond data encryption into extortion campaigns that threaten to expose sensitive information publicly if ransoms aren’t paid.

AI tools themselves present a different risk. When travelling, it’s tempting to use common AI platforms to summarise documents, draft emails or plan meetings – but entering sensitive information into public AI platforms can expose confidential data. In South Africa, this has direct legal implications: the Protection of Personal Information Act (POPIA) places strict obligations on how personal data is handled, stored and shared. This is your reminder to never upload traveller details, client information or financial data into AI tools, and always follow your organisation’s POPIA protocols when working with data of a personal nature.

“Any cyberattack is stressful,” says Heunes. “But for small businesses it’s devastating. One successful attack can drain millions from your company’s accounts, and smaller businesses might never recover from that kind of financial loss. Obviously, you need to do a full security audit on your software and systems to see where you’re vulnerable, but you also need to train your team to spot red flags and mitigate their risks – especially when on the road.”

It’s a view that puts travel managers squarely in the frame, not just as policy-setters, but as the first line of defence. Cybersecurity briefings, Heunes argues, should be as standard a part of pre-travel admin as visa checks and travel insurance.

What travellers should do

• Password-protect your laptop. It seems simple, but if your device is lost or stolen, it’s the difference between an inconvenience and a full company data breach.
• Always use a VPN. A virtual private network encrypts your internet activity, protecting passwords and payment details even on public Wi-Fi.
• Enable multi-factor authentication (MFA) on all corporate accounts before departure.
• Avoid public USB charging points. Carry your own cable and use a wall outlet or a personal power bank instead.
• Update all devices before you leave. Automated scanning tools can identify unpatched systems within hours of a vulnerability being disclosed – don’t give attackers that window.
• Verify before you act. If an instruction to transfer funds or share sensitive data arrives while you’re on the road, confirm it via a separate channel – not the same email thread.
• Treat hotel Wi-Fi like public Wi-Fi. Even password-protected hotel networks can be compromised.
• Be POPIA-aware when using AI tools on the road. Never upload personal, financial or client data into public AI platforms – this may constitute a data breach under South African law, regardless of where you’re travelling.

What travel managers should do

• Build cybersecurity briefings into pre-travel protocols. Travellers should know the risks before they reach the departure gate.
• Ensure all company devices are patched, encrypted and VPN-ready before any trip. Don’t leave this to the individual.
• Establish clear verification procedures for financial approvals that remain in force when the approver is travelling.
• Train travellers to recognise deepfake red flags and instruct them to confirm video call participants through a secondary channel when approvals or sensitive information are involved.
• Include AI tool usage in your data compliance policy. Employees should know which platforms are approved for business use and understand that uploading sensitive data into public AI tools may expose the company to legal liability under POPIA.
• Consider a clean device programme for high-risk destinations: loan devices with no stored company data, used only for the duration of the trip.

“The good news is that cyber resilience is achievable,” says Heunes. “It requires preparation and education – and a recognition that the moment an employee leaves the office, their cybersecurity habits impact the entire company.”

Table of Contents

JOHANNESBURG – Everyone is talking about AI, but new data reveals a trust gap: only 10% of business travel buyers actually trust it with their bookings.

If you’ve attended a conference or scrolled LinkedIn, the robot revolution sounds imminent. Agentic AI can plan your trip, book your flights, predict delays and make decisions on your behalf. And in many ways, the tech is genuinely delivering.

Yet research from last year’s Business Travel Show America (October 2026), shows that only 10% of travel buyers currently trust AI-generated recommendations for bookings, itineraries, and policy support. That’s not a rejection of the technology (especially as 30% of buyers indicated their willingness to try new tools), it’s a sign of where we are in the adoption curve – and the level of uncertainty that still exists.

The ‘black box’ problem

Put simply, black box AI refers to complex artificial intelligence systems where the internal decision-making process is hidden (or incomprehensible) to humans. While users can observe the inputs and outputs, the specific steps, weights, and logic used to generate a result are not interpretable, creating serious trust and transparency challenges.

Additionally, the stakes are high in corporate travel. If ChatGPT writes a bad poem, it’s funny. But if AI books a CEO into a non-compliant hotel in a high-risk zone or routes a team through an airport that requires a transit visa they don’t have, it’s a disaster.

FCM Consulting’s latest Insights Report offers a useful lens: the ‘3am in Frankfurt’ test.

Imagine it’s the middle of the night. A business traveller’s connecting flight has just been cancelled, the next available seat isn’t until the following afternoon, and a critical client meeting hangs in the balance. In one scenario, an AI-driven system responds within minutes – rebooking the traveller, securing a nearby hotel, updating the itinerary, and notifying both the traveller and their manager before they’ve had a chance to panic.

But a seasoned consultant might know of a high-speed train connection or a different airline alliance that gets the traveller there by morning – options that never surfaced in the system’s results.

This is where the either/or framing of the AI debate starts to break down. For FCM, the more useful question isn’t whether AI or humans handle the 3am crisis, it’s how well they work together when it counts.

“The best outcomes happen when technology is doing what it’s best at, like processing huge amounts of information quickly, and people are doing what they’re best at: making decisions, solving complex problems, and delivering care,” says Mummy Mafojane, GM of FCM South Africa.

Data blindness

And there’s another challenge for South African travel managers. Most global AI models are trained on Western datasets that don’t always capture the fragmented reality of African travel. An algorithm might seamlessly book a flight from London to New York, but it often lacks full visibility into local low-cost carriers or regional accommodation providers that haven’t fully digitised their inventory via global APIs (application programming interface). If the AI can’t see the full picture, the buyer can’t trust the price.

As Mafojane explains:

“We operate in a high-touch environment in South Africa. Our travel managers are dealing with a fluctuating rand, complex visa requirements for international and intra-Africa travel, and duty of care responsibilities that carry serious consequences. When you’re managing that level of complexity, trust is built on accountability. Buyers are saying, ‘I need to know that if the tech fails, there is a person to catch the ball.’ So, rather than a rejection of technology, the scepticism we see in the data is a demand for reliability.”

Assistance, not autonomy

The hesitation revolves around control, but the root cause is financial. In the traditional high-touch model, if a human consultant makes a booking error, the travel management company (TMC) usually absorbs the cost to rectify it. But if an autonomous AI ‘hallucinates’ a flight connection that doesn’t exist, or books a non-refundable rate against policy, who is liable? Until tech providers clarify the indemnification for algorithmic errors, travel buyers will naturally keep their hands firmly on the wheel.

Booking.com’s recent Global AI Sentiment Report backs this up. While 91% of consumers are ‘excited’ about AI, only 12% are comfortable letting it make decisions independently. And the vast majority (67%) view AI as an assistant rather than a manager.

Travel buyers are on the same page. The Business Travel Show research indicates that while they don’t want AI making the final call, they’re desperate for help with the grunt work.

• 25% want AI to automate routine admin (freeing them up for strategy).
• 23% want proactive disruption management.
• 21% want better data insights to stretch their budgets.

“The move is from ‘Artificial Intelligence’ to ‘Assisted Intelligence’,” notes Mafojane. “Rather than replacing professional travel manager, we need the robot to be the best (and fastest) intern the travel manager has ever had, handling the data entry, reconciliation, and pattern spotting, so the human can focus on the traveller.”

It’s a distinction FCM is already acting on with the relaunch of Sam, their AI-powered virtual assistant.

“The design philosophy behind Sam is what sets it apart from the wave of chatbots appearing across the industry,” says John Morhous, FCM’s global Chief Experience Officer.

“A lot of our competitors have essentially just bolted a large language model onto a support workflow. Sam is built to work differently – drawing on a traveller’s profile, duty of care data, risk tools and live operational systems to answer questions in context, rather than in isolation. It’s not a frustrating and shallow question/answer/question/answer scenario. It has real virtual assistant capabilities that encompass the entire travel programme.”

Mafojane explains that Sam is available across FCM’s proprietary booking platform, app and browser extension, offering up-to-the-minute information and support, ensuring all bookings comply with a company’s individual travel policy – and keeping traveller preferences top of mind.

Bridging the gap

So, how do we move from scepticism to trust?

1. Transparency is non-negotiable
   The ‘black box’ era is over. Tech providers need to show their working. If AI recommends a route, it needs to explain why. Is it cheaper? More sustainable?
2. Start small (and safe)
   Trust is earned in drops and lost in buckets. The FCM Consulting report suggests that corporates wary of AI start with low-risk pilots. Don’t hand over your entire booking process on day one. Start with expense management or reporting. Let the systems prove they can handle the data before you let them handle your people.
3. 3. The human safety net
   Perhaps the most critical factor for the South African market is the hybrid model.

“The future of corporate travel is digital-forward, human-always. The companies that will succeed in bridging this trust gap are the ones that use AI to make their people faster and smarter, not the ones trying to remove people from the equation,” says Mafojane.

The verdict?

The 90% of buyers who don’t trust AI yet are pragmatists. They’re waiting for the tech to prove it understands the messy, unpredictable, human reality of business travel.

Until the algorithm can empathise with a traveller stuck at O.R. Tambo, or negotiate a waiver on a non-refundable ticket, the human element remains the ultimate premium feature. Problem… solved? Not quite. “But with the right balance of high-tech and high-touch, we’re getting there,” Mafojane concludes.

The World Travel Agents Associations Alliance (WTAAA) is alerting the global travel agency community to a sophisticated fraud scheme involving the unauthorised use of agency IATA accreditation numbers to obtain airline NDC access and issue fraudulent tickets.

Confirmed incidents have been reported across multiple markets globally, with cases identified in several regions, including in North and South America, and attempted activity noted elsewhere. WTAAA is issuing this advisory to ensure that travel agencies worldwide are aware of the threat and are taking appropriate precautionary steps.

In the incidents reported, fraudsters have used spoofed or look-alike email domains designed to closely resemble those of legitimate travel agencies, to request NDC onboarding or airline agent portal access. By presenting a valid IATA accreditation number alongside a convincing but fraudulent identity, they have in some cases been granted ticketing authority without the knowledge or consent of the agency whose credentials were used.

Once access is established, tickets are issued at volume using stolen credit cards. The legitimate agency typically only becomes aware of the fraud when chargeback notifications arrive, by which point significant financial damage has already occurred. In one confirmed case, with more than USD $350,000 equivalent in fraudulent ticket issuance was recorded.

There is currently no evidence of a breach of any GDS system. The vulnerability appears to relate to onboarding and verification processes that rely primarily on IATA number validation alone.

A call to action for the global agency community

Otto de Vries, Executive Director of WTAAA, commented:

“This is a timely reminder that as our industry embraces new distribution technology, our security practices need to keep pace. The agencies affected in these cases did nothing wrong; their credentials were used without their knowledge. We are urging all agencies to take a few straightforward steps to protect themselves, and we are calling on airline and technology partners to strengthen their verification processes at the point of NDC onboarding.”

WTAAA is asking all travel agencies to take the following precautionary steps immediately:

• Review active NDC registrations. Check all airline portal connections and NDC agreements currently associated with your agency. If anything is unfamiliar, investigate and report it without delay.
• Monitor BSP and ARC activity regularly. Do not wait for the billing cycle. Check for unfamiliar ticket issuance, particularly on carriers or through distribution channels you do not typically use.
• Be alert to domain spoofing. Monitor for email domains that closely resemble your own and alert partners if you identify fraudulent use of your agency name or contact details.
• Report suspicious activity promptly. Notify the relevant airline and GDS security teams, report to IATA, and inform your national travel agency association so that broader awareness can be maintained.

Industry coordination

WTAAA is coordinating with member associations across multiple regions and will continue to share information as the situation develops. We are calling on airline and distribution partners to review their NDC onboarding and verification processes as a matter of urgency; IATA number validation alone is not a sufficient safeguard, and stronger identity verification needs to be part of how access is granted going forward.

“WTAAA exists to give travel agents a unified global voice, and that is exactly what we intend to use here. We will be working with our partners across the industry to ensure that the right safeguards are put in place, not just for the agencies affected today, but for every agency operating in an increasingly digital distribution environment,” de Vries added.

Member associations that have identified similar activity in their markets are encouraged to contact WTAAA directly so that a clearer picture of the global scope of this issue can be established.

Because the decision is increasingly made before you ever ask for a quote: while you’re scrolling Instagram for ideas, comparing flight “bundles” that don’t match from one site to the next, and expecting an answer now, not tomorrow.

That was the underlying theme at Envoyage’s recent conference in Sun City, where Flight Centre Leisure CEO James Kavanagh summed up the mood: “The travel industry will change more in the next five years than it has in the past twenty-five.” One data point shared at the event helps explain why: 68% of new travel agents globally are starting out as independents, not joining traditional agencies; a signal that the centre of gravity is moving towards smaller, faster-moving businesses.

Here’s what industry insiders are actually predicting for 2026:

Trend 1: Your travel agent is showing up in your feed… on purpose

When you scroll Instagram looking for travel inspiration, there’s a good chance your travel agent has noticed… and adapted accordingly. Marketing technologist Kha Ly recently demonstrated something that shocked hundreds of travel professionals: when AI answers travel questions, it’s not pulling from polished corporate websites. It’s grabbing Instagram reels, Facebook posts, and TikTok videos from real travel advisors.

That means that a solo advisor posting authentic travel tips from their home office can now outreach corporate marketing departments with million-dollar budgets. The smart travel agents have taken note. They’ve now started creating the content that inspired you to travel in the first place. “If you create content that someone cares about, you build community. In community, you build trust, and they become customers,” Ly explained to delegates.

Trend 2: In 2026, the fastest reply wins your booking

If you’ve ever messaged two travel companies for the same trip and gone with whoever replied first, you’re not alone. This is why response time has become part of the sales pitch.

Booking windows have compressed from around three weeks pre-pandemic to about seven days now. Client response expectations have dropped from 24 hours to two. The most telling stat from Envoyage’s Sun City conference: 78% of clients will book with whoever gets back to them first.

“You used to have time to check with your manager, get approvals, maybe sleep on a quote,” says Chantal Gouws, GM of Envoyage South Africa. “Now, if you don’t respond within two hours, you’ve often lost the booking. Clients are moving that quickly.”

This creates an obvious advantage for travel advisors who can make decisions independently, without waiting for approval chains or committee sign-off. When you need to confirm that last cabin on a cruise or grab a flash airfare sale, the advisor who can say “yes” immediately usually gets your business.

In South Africa, where WhatsApp is often the real service desk and after-hours queries are normal, speed has become an essential product.

Trend 3: Small players get better tools faster

Travel technology is expanding rapidly (AI, automation, richer content), while becoming harder to manage with more rules, sources, and constant change. Phocuswright research shows this is moving beyond buzzwords into real operational shifts affecting who controls customer relationships.

By 2026, winners won’t be those with the most tools but those with the most streamlined systems: unified workflows for quoting, booking, payment, messaging, and changes. Think of it as an “advisor operating system.”

Smaller businesses can adopt and train on new tools in weeks, not months. When big players merge, they often spend years integrating systems while losing focus on personalised service, creating opportunities for nimble operators.

Trend 4: Airlines now sell like Amazon (and that’s confusing for travellers)

Behind the scenes, airline distribution is becoming more like online shopping: dynamic pricing, personalised bundles, and different rules depending on where you book. New airline technology means what you see on one platform might be completely different from another.

This complexity creates opportunities for advisors who can navigate multiple systems and explain differences to clients. While online booking sites automate everything, human advisors can focus on what machines can’t do: understanding which hotel a client will actually love and why.

“The big companies can personalise content through algorithms,” explains Gouws. “But independents personalise context. We know our clients as people, not data points.”

Trend 5: Young travellers want authentic recommendations

Research shows 82% of Millennials and Gen Z seek experiences that become stories to share, while 73% prioritise supporting local small businesses. This rewards travel advisors who can curate meaning rather than just book flights and hotels.

When Instagram’s AI recommends travel content during group planning sessions, real advisors whose videos appear can book entire groups, not just individuals. Younger travellers trust peer recommendations and authentic voices over corporate advertising.

Platforms now reward genuine advisor content with organic reach that expensive advertising can’t buy.

Trend 6: Personal service scales better than automation

Personalisation becomes the baseline expectation by 2026, but the battleground shifts to who can deliver it without feeling robotic. Adobe research highlights how difficult it is for large businesses to execute consistent relevance across multiple channels and data points.

This gives human advisors a clear edge. Instead of generic suggestions like “you might like this hotel,” they can offer contextual advice: “this will suit you because your toddler naps at 1pm and you hate buffets.” That level of understanding is nearly impossible to automate.

What this means for South African travel businesses

By 2026, success will come from combining technology efficiency with human insight. The destinations that trend will matter less than this reality: travellers increasingly want to book through advisors who understand them personally and can navigate complexity on their behalf.

More travel professionals are going independent because the model finally matches how clients buy: fast, personal, and always-on. By 2026, the advisors winning won’t be the ones with the flashiest storefront. They’ll be the ones who answer quickly, explain complexity clearly, and remember what matters to that specific client.

AI can spit out itineraries, give you quick-hit travel tips, and help narrow down where to go when. It’s like a very enthusiastic intern who’s read every blog post ever written – but still needs a manager to check their work. This is probably why the same survey reported that a staggering 97% of Saffas see some sort of value in using a travel agent to help plan their next trip.

In short, AI lays a solid foundation, but it’s up to a travel expert to fill in the gaps.

“When travellers come to us after trying AI, they’re often surprised by what they didn’t know,” says Sue Garrett, GM of Supply, Pricing & Marketing at Flight Centre South Africa. “We know which ferry routes actually run in October, which hotels have been fully renovated, and which ‘must-see’ attractions are genuinely worth the visit. Local intelligence and practical, hard-earned experience is what turns a theoretical itinerary into a trip that actually works.”

So, if you’re dreaming up travel ideas for 2026, here’s how to use AI to plan your trip – and when you need to call in the experts.

Use AI to brainstorm, not book

AI has imagination, we’ll give it that. The problem? That “tailored” Greek itinerary might include ferry routes that don’t exist, hotels that closed in 2019, and a wine tour that’s actually a goat farm.

Most AI chatbots also rely on data that’s over a year old, which can lead to outdated information like incorrect opening hours, ongoing construction, or whether a place is only open during certain seasons.

“AI is good at synthesising research and helping us work faster,” says Garrett. “But travellers can’t rely on it for detail. Accuracy, reliability, and tailoring a trip to personal needs still comes from working with an experienced advisor.”

AI requires very specific prompting

If you’ve ever asked ChatGPT to plan a trip, you know it’s a bit like making a wish to a genie – the magic only works if you word it just right. The catch? Most travellers have no clue what to wish for.

What’s more, AI doesn’t understand your specific needs and preferences: that you hate long layovers, your sister has severe motion sickness, and you once had a small breakdown over an Airbnb with no curtains.

A traveller advisor will ask the right questions and factor in your specific needs, including travel insurance, visas, layovers, luggage, dietary requirements and even medical needs (for example, travelling with insulin).

Real world problems need real world people

Here’s where things get serious. Your flight’s been cancelled. You’re stuck at OR Tambo at 5am with no plan B and no idea when the next flight out is. An AI chatbot can suggest alternatives, but it can’t make the calls, pull the strings, or know which airline owes you a favour.

When it all hits the fan – whether that’s sudden illness, lost passports or surprise strikes – your AI travel assistant will provide information, but it won’t provide solutions.

Travel advisors, on the other hand, answer their phones. They’ve got local contacts, real-time updates, and enough muscle memory to rebook your trip while you’re still trying to find a power plug.

“A crisis is where human judgement matters most,” says Garrett. “AI can’t provide reassurance, make fast calls, or think emotionally. It doesn’t know when a client needs calming down or rerouting.”

AI doesn’t know what “4-star” means to a Saffa

A European “4-star” hotel can sometimes feel more basic than many South Africans expect – smaller rooms, minimal breakfast options, compact bathrooms. South Africans are accustomed to generous space, full breakfast spreads, and higher service standards at comparable star ratings.

“AI doesn’t understand the nuances,” says Garrett. “A 4-star hotel in Europe can feel smaller and more basic than a 3-star in Joburg. That’s important context for South Africans who’ve been spoiled by space and service.”

You can’t negotiate with ChatGPT

One of the most persistent myths about chatbots is that AI can find you the best deals.

It’ll give you rough estimates scraped from booking platforms. But it won’t know who to talk to for a room upgrade or honour your price if the exchange rate dips.

“People forget travel advisors still get you a lot of extras,” says Garrett. “We’re not just booking a hotel – we’re adding value. And we know which rooms are worth the rate.”

So how should you use AI?

Think of AI like enjoying a coffee with a mildly helpful friend. It’ll throw out suggestions – but it probably won’t nail the final plan.

Use AI tools to:

• Get a basic idea of where to go
• Research activities or general visa info (but always confirm latest visa requirements directly with the embassy or your travel advisor)
• Calculate distances and travel times
• Structure your wishlist into a bare bones draft itinerary

Don’t use AI to:

• Book accommodation or flights
• Plan travel logistics like transfers and ferry schedules
• Navigate special needs or real-time emergencies
• Compare the actual value of a deal, not just price
• Discover the off-the-radar experiences that make a trip unforgettable

The bottom line?

AI is useful for generating ideas, yes. It can introduce you to destinations you might never have thought of (hello, underrated Slovenia). But the moment you try to turn those ideas into real-world plans? You need an actual person, not 17 tabs’ worth of “maybe”.

There’s no substitute for local insight, human backup, and on-the-ground experience. Let AI help you brainstorm. Then run your shortlist by someone who’s been there, booked that – and still has the WhatsApp number of that hotel GM in Positano.

As Sue Garrett puts it: “AI is here to help, not replace. Use it to level up your trip but never forget the value of real-life expertise.”