Why self-service tools aren’t enough—and what to do about it.
Imagine this: your top sales exec is racing to a career-making meeting. She’s booked everything online—easy. But then her connecting flight gets canceled. The app rebooks her…for tomorrow. The chat bot keeps looping. And that meeting? She’ll miss it.
This isn’t just inconvenient—it’s a deal-breaker. Literally.
And it’s not just fiction. In business travel, the unexpected will happen. That’s why we believe the best travel programs aren’t just about self-service or full service. It’s not either/or. It’s both.
The new standard: everyone wants to self-serve
Online booking isn’t a nice-to-have anymore—it’s the default. AmTrav data shows 97% of trips are booked online. Travelers love the control, speed, and convenience.
Even Baby Boomers and execs are in on it—over 90% of their bookings happen online. When the tool works, everyone’s happy. As one travel manager put it: “They want instant gratification—and the tool gives it to them.”
So why not go all-in on self-service?
Because sometimes, your travelers need a human.
When the app just doesn't cut it
No tool—no matter how smart—can replace calm, capable, empathetic help in the middle of a travel meltdown. Yet.
Think:
- Canceled flights
- Complex international routes
- A nervous traveler on their first big trip
These moments require more than a chatbot. They require a person who understands urgency, can troubleshoot creatively, and (frankly) gives a damn.
That’s where service becomes indispensable. As one AmTrav client put it: “It’s critical our travelers have 24x7 support. They need to talk to a human at midnight sometimes - and know that person can fix things.”
The problem with "fixing" bad tech
Not all service is created equal. AmTrav CEO Jeff Klee says it best:
“There are two kinds of service. The kind travelers want—and the kind that’s only needed because the tech broke.”
In other words, you shouldn’t need to call someone just to book a basic flight. But when your tech does work, service can focus on what actually matters: solving complex problems and keeping travelers calm, safe, and productive.
The real win: hybrid travel management
The best travel programs empower travelers to book on their own—and give them a safety net when they need it. That’s where AmTrav shines:
- A modern booking tool that handles nearly everything
- 24x7 expert, all-employee support across phone, chat, email
- One platform, one point of contact, one bill
- Pricing models that don’t penalize travelers for asking for help
We think that’s the future. And it’s already here.
Ready to assess your program?
Check out the full white paper for a simple checklist to evaluate how your travel program stacks up—and how to bring it into alignment with what your travelers really need.
In business travel, the best programs don’t force a trade-off between freedom and support. They give you both.
Shannon Marvin
