Conversational booking is made possible by FCM’s existing intelligence layer, Sam. By synthesising intelligence at every traveller interaction, Sam builds a richer profile in real time. Every recommendation will come with its reasoning attached, showing why it fits policy, matches a traveller’s usual routing, reflects their loyalty programme, or follows how their team travels. That visibility will help travellers book with confidence, without second-guessing. 

“Conversational booking only works if travellers trust what they’re being shown, and that trust comes from context, not just convenience. That’s the experience we’re building toward – every recommendation explains itself, so travellers can act on it with confidence, and travel managers see adoption follow as a result.”

– Jessica Dunderdale, Global Head of Product, FCM Travel

That same booking experience also travels with the user. Available first in Microsoft Teams and Slack, Model Context Protocol (MCP) technology will extend booking capabilities to the AI tools travellers use every day, including ChatGPT, Claude, and Gemini, without opening a separate app. For travel buyers, that means higher in-programme booking rates and better data capture, without asking travellers to change behaviour. 

The intelligence that shapes conversational booking also feeds FCM’s reporting and proactive analytics, surfacing spend, compliance, and disruption risk as it emerges rather than after the fact. This sharpens the role of the travel manager – allowing them to translate what the technology surfaces into decisions that fit their business. 

Booking is one moment in a much longer trip. Thanks to embedded native intelligence, FCM’s technology and service teams stay connected with travellers from the first planning conversation through duty of care and in-trip support – not just the moment they hit confirm.

“We didn’t build FCM’s tech ecosystem to replace our consultants’ judgment. We built it to take the routine work off their plate, so they can focus on the moments that actually need a person. Travellers get speed from tech and expertise from our consultants – they shouldn’t have to choose between the two.”

– John Morhous, Chief Experience Officer, FCM Travel

Head to https://www.fcmtravel.com/en-za/f to learn more about FCM and Sam and watch the launch video here to see FCM’s conversational booking feature in action.

“FCM continues to set the pace globally, and it’s exciting to be part of that momentum. Conversational booking will change how our customers plan and book, and we’re looking forward to bringing it to South Africa in the coming months. The next year will be an exciting one.”

– Mummy Mafojane, General Manager, FCM Travel South Africa

** Ends **

About FCM Travel

FCM is one of the world’s largest travel management companies and a trusted partner for thousands of national and multi-national organisations, including many household brands, Fortune, and FTSE 100 companies. With a 24/7 reach in 95 countries, FCM’s agile and flexible technology anticipates and solves client needs supported by expert teams who provide in-depth local knowledge and duty of care as part of the ultimate personalised business travel experience. 

As the flagship corporate travel arm of Flight Centre Travel Group, FCM is able to deliver some of the most competitive rates, unique added-value benefits, and exclusive solutions for its clients to support their business travel requirements.

Alongside its travel management services, the company provides specialist services through FCM Consulting and FCM Meetings & Events to service broader needs of clients. Discover the alternative at www.fcmtravel.com/en-za/f

What then are the barriers to adoption? Some are practical. AI tools come with costs that need to be justified, and it takes a dedicated team to keep pace with how quickly the technology is advancing. Training matters too: an AI assistant is only useful if travellers and bookers actually use it, and adoption inside a business takes deliberate effort.

But speak to the people who sign off on these decisions and a deeper hesitation emerges, one that has less to do with time, budgets and expertise and more to do with confidence: how safe is our data, and what stops the AI from making things up? Anyone who has interacted with generative AI (like ChatGPT, Gemini or Claude) has likely watched it invent a fact, a statistic or a source with complete confidence, and a healthy wariness now follows the technology into the workplace.

Generative AI is non-deterministic by nature: ask the same question a hundred times and you can get a hundred variations of the answer. In personal, consumer settings, that’s a quirk. In corporate travel, where policy compliance, expense eligibility and duty of care are on the line, it’s a serious problem. A confident but wrong answer about visa requirements or an out-of-policy hotel recommendation creates work and risk rather than removing it.

“The hesitation we hear from South African companies is almost never about whether AI is quick enough or clever enough,” says Mummy Mafojane, General Manager of FCM South Africa. “It’s about trust and accountability. If an AI assistant gives one of your travellers the wrong answer – that’s your traveller stranded and your problem to fix.”

So, what should trustworthy AI in managed travel actually look like? The emerging consensus points to a handful of markers, and none of them are glamorous.

The first is controlled information. A general-purpose chatbot draws on the open internet, which is precisely why it can be confidently wrong. AI built for managed travel should work differently, drawing its answers from defined, verified sources: the company’s own travel policy, its booking data and its traveller profiles. The answer to “can I fly business class on this route?” should come from the organisation’s policy document, never from a general source, because the question isn’t really whether a traveller can. It’s whether they may.

“Of course, there are different intelligence layers,” says Mafojane, referring to Sam, the AI solution (or intelligent travel companion) built into the FCM Platform, which went live for customers in more than 90 countries in June. “If your traveller wants to know the current temperature in Munich, plus a packing list, Sam draws on general sources. If a travel arranger wants the most up-to-date visa requirements, Sam will draw on specialist sources, and if it’s a question of policy, Sam will draw on pre-approved and pre-loaded documents. The guardrails are in place, and Sam is built with accuracy, security and privacy at its core.”

The second is governance. Travel managers should be able to configure how an AI assistant responds to specific types of queries, so that spend thresholds, approval workflows and supplier preferences are enforced automatically in every interaction. A traveller who isn’t entitled to a premium fare should never be shown one.

“This is where the conversation has matured,” says Mafojane. “Two years ago, companies asked what AI could do. Now they ask how it’s controlled. Can I decide which sources it uses? Will it apply my policy consistently across the board? Those are governance questions, and any provider serious about corporate travel should welcome them.”

The third marker is data privacy, and for Mafojane it’s never been more important.

“Where is company data stored? Is it ever used to train public AI models? Who can see it? In a trustworthy setup, the answers are specific: data is held in a private, secure environment, never fed into public models, with access – and information – restricted to the right people.”

The final marker is the one most often overlooked: knowing when the technology should step aside. Disruption, complex itineraries and emergencies still call for human judgement, and well-designed AI recognises the limits of what it can resolve accurately.

As Mafojane explains, the test is what happens at the point of escalation. If a traveller has to re-explain their situation from scratch to the consultant who picks up, the system has failed them at the moment it mattered most.

“Humans and AI have to work hand in hand. The technology handles the hundredth policy question so our consultants can spend their time on the situations that need experience and care. As an example, when Sam escalates a request to one of our travel experts, the consultant already has the full context in conversation. The traveller never starts over. That’s what builds trust, one interaction at a time.”

For travel managers weighing up AI this year, the practical advice is to interrogate rather than admire. Ask any provider where its AI gets its answers and how accuracy is assured. Ask how your travel policy is enforced within each conversation. Ask where your data lives and whether it ever touches a public model. And ask what happens, in detail, when the AI reaches its limit and a human needs to take over.

Providers with precise answers to those questions are ready for the realities of corporate travel. And that, rather than any dazzling demo, is what earns AI a place in a travel programme: information you can rely on, controls you can prove and people exactly where you need them.

Cape Town: Africa Travel Week, built by RX Africa, has released its annual State of the Industry Report. The comprehensive, data-driven report examines the forces transforming travel and tourism across the continent, from aviation access and AI-driven distribution to sustainability compliance, inclusion and the next generation workforce.

The report arrives at a pivotal moment. Africa welcomed 81 million international visitors in 2025 – 8% growth, the fastest of any region globally – and aviation capacity surged 13.7% to 182.4 million departure seats. Yet the headline numbers mask a more fractured reality: Central and Western Africa recorded 0% aviation growth while Eastern Africa surged 24.3%; fewer than 5% of African hospitality properties hold third-party sustainability certification, despite the EU’s greenwashing ban activating in September 2026; and 72% of Gen Z now use AI to plan travel, meaning operators without machine-readable inventory are invisible before the conversation even begins.

“This report explores current themes and trends,” said Olivia Gradidge, Marketing Manager, WTM Africa & ILTM Africa. “Including trust, AI and travel tech, traveller psychology, sustainability and authenticity.”

Commissioned to Big Ambitions, RX Africa’s content, communications and marketing agency, the report draws on contributions from more than 25 industry leaders, academics, and practitioners across the continent, including environmental expert Dr Louise de Waal, director of the Blood Lions campaign to end commercial captive lion breeding and canned hunting, Judy Kepher Gona, founder and executive director at Sustainable Travel and Tourism Agenda (STTA), and Luckson Zambuko, Founder of the African Youth in Tourism and Hospitality Association. 

“What struck us most when compiling this report was not the scale of the opportunity – that has always been evident – but the specificity of what is now required to capture it,” said Dorine Reinstein, Content Director, Big Ambitions. “The operators and destinations that are winning in 2026 are not the ones with the best product, but the ones with the best proof. Proof of access, proof of trust, proof of sustainability, proof of welcome. That shift– from aspiration to verification – is the defining commercial reality this report addresses.”

The full report, including a ten-point manifesto for African tourism stakeholders, is available at https://soi2026.yop.co.za/ – required reading for every operator, investor, policymaker, and destination marketer with a stake in the future of African tourism.

It was introduced by Carol Weaving, Managing Director of RX Africa, with a video at the opening ceremony of WTM Africa on Monday, 13 April, and supported by a panel discussion on the Future Stage on Wednesday, 15 April. 

The panel, sponsored by LIFT and moderated by Dorine Reinstein, included David Frost, CEO of SATSA; Judy Kepher Gona, Director of Sustainable Travel & Tourism Africa; Kwakye Donkor, CEO of Africa Tourism Partners; Liesel van Zyl, Head of Positive Impact and Product Development at Go2Africa; and Rashid Toefy, Deputy Director-General for Economic Operations at the Western Cape Department of Economic Development and Tourism.

The full video can be found here: WTM Africa 2026: ATW State of the Industry Report Launch

-ENDS-

Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

Notes to editors:

About CBISN
CBISN is a leader in market intelligence and capacity-building services for those engaging with the Chinese outbound tourism market. Their partnership with WTM Africa aims to provide African stakeholders with actionable insights and tools to welcome and serve Chinese visitors more effectively.

Now in its 33nd year, Arabian Travel Market (ATM) is the leading international travel and tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. In 2025, ATM will expand to 13 halls, growing across all sectors, and will continue to be a crucial gathering for the global travel and tourism industry. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai

ATM takes place from 4 – 7 May 2026, at the Dubai World Trade Centre, Dubai.
https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a week-long festival of events alongside Arabian Travel Market 2025. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes Start-Up Competition, Influencers’ Event, GBTA Business Travel Forums, and ATM Travel Tech. The event also features ATM Buyer Networking and a series of country forums.

https://www.wtm.com/arabian-travel-week/en-gb.html

About RX

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors

World Travel Market (WTM) Portfolio comprises leading travel events and online portals across four continents. The events are Arabian Travel Market, WTM London, WTM Latin America and WTM Africa.

WTM London is the world’s most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.

Next event: 3 to 5 November 2026 at ExCel London

http://london.wtm.com/

WTM Latin America is held annually in São Paulo and attracts more than 29,000 tourism professionals during the three-day event. The event offers a qualified content combined with networking and business opportunities. In its most recent edition, in 2024, WTM Latin America maintained its focus on the effective generation of business and managed to secure the early scheduling of more than six thousand meetings that were held between buyers, travel agents, and exhibitors.  WTM Latin America contents are available in English, Spanish and Portuguese.

Next event: 14 to 16 April 2026, Expo Center Norte, São Paulo, Brasil
latinamerica.wtm.com

WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.

Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

About ATW Connect:  Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology.
https://atwconnect.com/

WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/

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.

**ends**

For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Sonnette Fourie

Tel: +27 81 072 2869

Email: sonnette@bigambitions.co.za

Table of Contents

JOHANNESBURG – As African businesses navigate the twin pressures of economic growth and climate responsibility, artificial intelligence (AI) is quietly revolutionising how – and why – we travel for work.

In a region where fragmented infrastructure and complex travel logistics often drive up both costs and carbon emissions, AI-powered tools are stepping in to streamline routes, reduce unnecessary trips, and promote virtual alternatives.

That said, let’s be clear: air travel is inherently unsustainable, and AI isn’t a silver bullet either, given the extraordinary amounts of energy it consumes. But if designed with purpose, AI can provide both predictive power and behavioural nudges that help companies make lower-impact choices.

“The old approach was to book travel by convenience or habit,” says Mummy Mafojane, General Manager of FCM. “AI changes that by making sustainability a visible and measurable part of every decision. Greener corporate travel isn’t a distant ideal – it’s a present-day imperative. And AI is the enabler that makes it possible, measurable, and scalable.”

Here are six ways that AI is transforming the way we travel:

1. Personalised Travel Experiences

While corporate travel has always been personalised, AI takes that approach to the next level. Learning from past choices – preferred airlines, hotels, departure times or even seating selection – AI can build smarter, more relevant trips that respect both traveller preferences and organisational sustainability policies.

For Jo Lloyd, Head of Account Management & Consulting at FCM Consulting, the future is about partnership between humans and AI. “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,” she says.

2. Smart Booking Solutions

AI-driven platforms now suggest the most eco-friendly route alternatives, consolidate travel to avoid repeat visits, and prioritise greener travel modes – from low-emission flights to electric car rentals and certified green hotels. By presenting these options front and centre in booking tools, AI encourages meaningful shifts in behaviour without sacrificing convenience.

Still, we have work to do. Sustainability remains low on the agenda for most business travellers – particularly when it comes to hotel bookings. We need intelligent systems that not only make greener options available but actively guide users toward them.

For Mafojane, AI presents a real opportunity to connect the dots across the travel ecosystem, ensuring that travel managers don’t just react to problems but actively predict and prevent them.

3. Automated Expense Management

Manual processes are a thing of the past. AI can now automatically track expenses, match receipts to policy, and integrate with company financial systems in real-time. This reduces errors, saves time for both travellers and finance teams, and ensures compliance with green travel policies by flagging non-compliant bookings.

For UK-based Ian Spearing, Global Travel Manager at Arcadis, it’s these “quiet, unglamorous wins” that matter. “If AI can take away repetitive manual tasks – rebooking, data entry, policy checks – we free up human teams to focus on things that really require judgement,” says Spearing.

This increased efficiency enhances not just operations, but employee wellbeing – an often-overlooked factor in sustainable workplace cultures.

4. Real-Time Travel Assistance

Flight cancelled? Weather disruption? AI tools are already scanning the horizon – literally. AI platforms monitor flight paths, climate patterns, and regional disruptions to proactively provide real-time support and alternative solutions.

Daniel Senyard, SVP of Commercial Platforms and Innovation at FCM, explains:

“We’re seeing AI flag potential disruptions before they happen – for example, recognising a storm pattern that might affect flights and proactively suggesting alternate plans. It’s not just about efficiency – it’s about resilience.”

Empowered with instant rebooking capabilities and route suggestions, travellers face less stress, avoid unnecessary overnight stays, and reduce the environmental impact of last-minute detours.

5. Carbon Footprint Tracking

Sustainable travel isn’t just about reducing travel volume – it’s also about making travel as clean as possible. AI can calculate the exact carbon emissions from each trip, considering the transport mode, air carrier performance, fuel efficiency, and route distance. It then determines the necessary offset and, in advanced systems, facilitates the purchase of carbon credits.

Tools such as FCM Extension – a simple browser plugin – provide enhanced decision-making support by generating notifications at the point of search. These nudges alert travellers to carbon outputs, company policy initiatives, and sustainable travel alternatives.

6. Green Accountability

As ESG reporting becomes a board-level concern, AI plays a vital role in generating seamless, accurate reports tailored to meet investor, customer, or regulatory expectations. These reports help enhance brand reputation, build stakeholder trust, and keep companies accountable on their journey to net zero.

“Sometimes the real return is in things you can’t measure easily,” says Spearing. “Like the trust you build with travellers when they see the company going the extra mile to make their journey smoother.”

Starting Small, Scaling Fast

The good news? “You don’t have to overhaul your entire travel programme overnight,” says Spearing. “Pick one process, like trip approvals or disruption management, and run a pilot. You’ll learn a lot about your data, your workflows, and your tolerance for automation.”

By starting small and proving early wins, organisations can quickly build momentum and foster internal buy-in.

No Longer Business as Usual

The corporate world must understand its travel-related emissions. Suppliers should be chosen not just for cost-efficiency, but for their tangible efforts to address their own carbon footprints. And critically, travellers need to embrace a new philosophy – one where travel is purposeful, not habitual.

“We’ve seen corporate travel programmes get better results when they position AI as a driver of overall business performance,” says Senyard. “If your sales team spends less time stuck in airports and more time with clients, that’s a productivity gain – and AI can play a direct role in making that happen.”

As Mafojane explains, ‘business as usual’ is no longer good enough – we have to innovate, and with the right policies, the right tools, and plenty of education and internal buy-in, a better way of travelling is possible.

**ends**

For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Lori Cohen

Tel: +27 79 641 4965

Email: Lori@bigambitions.co.za

Table of Contents

JOHANNESBURG – Incentive travel is making a strong comeback in South Africa – just not in the way it used to. Once defined by lavish getaways and luxury perks, it’s being reimagined as a strategic business tool aligned with employee well-being, sustainability and company culture.

In 2025, organisations are turning to meaningful, value-driven travel to attract, engage and retain top talent in an increasingly competitive market. According to SATSA, 74% of South African corporates currently favour domestic incentive travel, while nearly half of planners reported a growing demand for wellness-focused incentive travel, including yoga retreats, spa stays, and nature immersion.

“In 2025, we’re witnessing a meaningful shift in how companies in South Africa are approaching incentive travel,” says Simone Seiler, General Manager of FCM Meetings & Events. “There’s greater thought being put into what the travel experience represents for both the individual and the organisation. Incentives are not just about lounging poolside anymore; people want to come back with stories worth telling, not just photos.”

Workers, particularly younger generations, are seeking experiences that align with their personal values. In response, South African organisations are reimagining their incentive travel programmes. Here’s what that actually looks like on the ground:

• Local journeys with a purpose: There’s heightened interest in exploring South Africa’s own richness – from conservation centres in Limpopo to cultural exchanges in KwaZulu-Natal – minimising travel distances while maximising impact.
• Hybrid incentive experiences: Combining business strategy sessions with leisure activities, encouraging both productivity and connection.
• Smaller, personalised group trips: Emphasis on curation over scale, ensuring rewards feel exclusive and tailored.
• Team-centric adventures: More companies are booking adventure-based itineraries to foster collaboration and trust – hiking trails, escape rooms, and even eco-challenges are making a comeback.

ESG-Friendly Travel: A Growing Priority

Environmental, Social and Governance (ESG) principles are increasingly at the forefront of corporate decision-making, and incentive travel is no exception.

“Clients are asking us how to make their incentive programmes greener and more responsible,” Seiler says. “We’re seeing a rise in demand for travel options that are environmentally sustainable; think carbon offsetting, eco-certificated hotels and choosing destinations that allow groups to give back in meaningful ways.”

In fact, experiences that promote social responsibility are taking centre stage. Whether it’s assisting in wildlife conservation efforts in the Eastern Cape or participating in skills development programmes in rural communities, the focus is no longer just on team bonding – it’s about making a positive impact.

Wellness Over Wealth

In a post-pandemic world where burnout is all too common, wellness-focused experiences are quickly becoming one of the top-booked forms of incentive travel.

“The appetite for wellness retreats in destinations like the Western Cape or Garden Route is significant,” shares Seiler. “Many companies are looking to reward teams with serenity and rejuvenation. It’s about showing employees that their well-being matters – physically, emotionally and even spiritually.”

Think yoga sessions overlooking vineyards, digital detox getaways and immersive nature experiences that allow teams to reset and recharge. These are increasingly the kinds of programmes favoured by both employers and employees.

Why Strategic Planning Matters Now More Than Ever

As incentive travel becomes more purposeful and multifaceted, many organisations are seeking expert support to navigate the shift. Travel Management Companies (TMCs) can offer valuable insights – not just in terms of logistics and budgeting, but in designing experiences that align with broader business and cultural objectives.

“It’s no longer just about booking flights and hotels,” says Seiler. “There’s a greater need to understand what the incentive is really aiming to achieve – whether it’s supporting sustainability goals, contributing to local communities or focusing on employee well-being.”

This kind of strategic planning is especially important in diverse markets like South Africa, where considerations such as safety, cultural fit, and meaningful engagement add layers of complexity to incentive travel planning.

“We’re seeing a clear shift. People want their work to matter, and they want their rewards to mean something. Incentive travel, when done thoughtfully, has the power to inspire on a much deeper level.” Seiler says.

As incentive travel continues to evolve, the next wave of innovation is already on the horizon. We’re starting to see the first signs of AI-powered personalisation; programmes that adapt to the wellbeing needs of each participant, even in real time. Regenerative tourism is also gaining ground, with companies looking not just to minimise their impact, but to leave destinations better than they found them. And as hybrid work becomes even more entrenched, digital-physical incentive experiences, where virtual platforms extend the reach and ROI of travel, may well become the new standard.

For South African organisations, the message is clear: the future of incentive travel will belong to those who combine purpose with creativity, forging experiences that inspire, connect, and deliver real value, no matter how the landscape shifts.

**ends**

For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Lori Cohen

Tel: +27 79 641 4965

Email: Lori@bigambitions.co.za

Good news: AI-enhanced tech and smart browser plug-ins can actually reduce spend, maintain policy adherence and support duty of care.

JOHANNESBURG – You’ve probably noticed it already. That moment when you’re searching for flights and Google suddenly suggests a complete itinerary: hotels, restaurants, even local experiences; all tailored specifically to you. It feels helpful, almost magical. But then the nagging doubt creeps in: Is this actually the best option for my company? Am I about to blow the travel budget on something that looks perfect but breaks every policy rule? You’re not alone in this worry. Google’s AI Mode has rolled out to over 180 countries, fundamentally changing how we discover and book travel. Those Gemini-powered recommendations feel incredibly personal – because they are. The system knows your preferences, your past searches, even your browsing habits. It’s serving up options that genuinely appeal to you as an individual traveller. But it can get tricky, especially for business travel.

For example, the jury’s still out on AI’s accuracy. Many travel bookers can share cautionary tales: travellers arriving at “highly recommended” hotels that lack promised amenities, or worse, discovering their AI-suggested accommodation has permanently closed. These generative AI missteps – from outdated information to outright hallucination – highlight the current challenges and limitations. But AI is learning – and adapting – at pace, which  suggests these growing pains may soon be a thing of the past.

For travel managers, AI presents a headache of a different sort.

With so much choice, how do you keep travel bookers and travellers in line? In other words, how do you harness AI’s power to enhance the user experience (both in terms of travel booking and traveller satisfaction) while maintaining policy compliance, cost control and duty of care?

Mummy Mafojane, GM of FCM Travel, says today’s travel management companies (TMCs) are harnessing the power of AI – while addressing operational realities.

“Today’s browsers are quick and powerful, and the default for most bookers and travellers,” says Mafojane. “But the options are overwhelming, and AI systems, in their quest to deliver personalised recommendations, may surface non-preferred suppliers, suggest accommodations outside approved vendor networks, or recommend premium options that exceed company travel policies. The very intelligence that makes AI valuable to individual travellers can inadvertently encourage “leakage” in the business travel space – where reservations are made outside of the official travel policy.”

For Mafojane, the challenge isn’t AI itself, but ensuring managers, bookers and travellers don’t lose sight of corporate objectives around cost management, supplier relationships, sustainability and traveller safety.

“You have to be realistic,” says Mafojane. “Travellers are using browsers, like Google Chrome, all day, every day. They also don’t know their travel policies by heart – or perhaps even where to access them – and are inundated with accommodation options, often with great reviews and in appealing locations. The challenge is to keep them on policy and within budget.”

This scenario repeats across every aspect of travel – from flight selections to ground transportation. And well-intentioned employees often make bookings that serve their immediate needs but undermine broader corporate travel strategies.

Importantly, explains Mafojane, these decisions impact negotiated rates, supplier relationships, consolidated reporting, and duty of care protocols.

For FCM’s clients, the solution has been game changing.

“FCM Extension is a browser extension,” says Mafojane. “And it’s proved to a sophisticated yet unobtrusive solution that bridges the gap between AI-powered discovery and corporate compliance. FCM Extension allows employees – be they bookers or travellers – to search different options, while it provides real-time guidance without disrupting the natural ‘search’ or ‘exploration’ process.

As Mafojane explains, browser extensions are pieces of code that live in the web browser, like Chrome or Edge, that read the URL and website contents, then overlay additional elements on top (like a travel policy) to extend their capabilities.

Put simply, FCM Extension identifies when a client’s employees are on OBTs (online booking tools) or travel sites, alerts travellers when they’re about to book outside preferred channels (imagine a simple “Should you be here?” message) or rates, before  suggesting more cost-effective alternatives that still meet their needs.

But for Mafojane, that’s just the start.

“The new tech goes beyond simple policy reminders, like booking premium economy over business class. Companies can actually create and craft travel notifications – delivered as pop-ups during the search process – that are unique to their business,” says Mafojane. “Think of it as contextual guidance – from visa requirements and health advisories to sustainability options and preferred supplier rates, specials or promotions – delivered at the precise moment of decision-making.”

The AI-enhanced tech also addresses the travel risk and sustainability – two of 2025’s chief concerns.

Real-time notifications can highlight travel restrictions, security warnings, or health requirements specific to planned destinations, ensuring travellers have current information exactly when they need it (and even guide bookers on how to secure travel approvals in special circumstances). You can also address sustainability by encouraging travellers to book with preferred vendors or make a more sustainable choices that align with your business’s ethos, goals and objectives.

“It’s an exciting time,” says Mafojane. “As AI continues to revolutionise travel discovery and booking, the companies that thrive will be those that embrace intelligent solutions that marry individual preferences with corporate objectives. The technology exists today to create travel programmes that are simultaneously more personal and more compliant – a powerful combination that serves everyone’s interests.”

**ends**

For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Lori Cohen

Tel: +27 79 641 4965

Email: Lori@bigambitions.co.za

Table of Contents

JOHANNESBURG – FCM, a global leader in travel management across nearly 100 countries, has rolled out its next-generation virtual assistant ‘Sam’ to customers across South Africa, bringing conversational AI technology designed to tackle real-world travel challenges facing local businesses.

More than just another chatbot, Sam uses machine learning to anticipate traveller needs, from real-time itinerary changes prompted by flight delays to proactive compliance checks on company bookings. The system learns from every interaction, delivering increasingly personalised recommendations whether users are booking trips from head office or managing disruptions on mobile during airport delays.

Available across FCM’s proprietary Platform, app and browser extension, Sam handles practical scenarios that South African business travellers encounter daily: checking live security wait times at OR Tambo, confirming visa requirements for last-minute trips, or getting instant updates when Cape Town weather affects flight schedules. The system also provides contextual budget advice that factors in rand exchange rates and local supplier pricing trends, while ensuring all bookings comply with company travel policies.

Key Benefits of Sam:

• Real-time solutions: From checking airport security wait times to confirming visa requirements, Sam delivers instant, accurate answers to keep travellers on track
• Personalised, proactive support: Sam tailors recommendations based on user preferences, such as suggesting optimal flight classes or loyalty benefits for upcoming trips
• Seamless multi-platform access: Whether via mobile, desktop, or chat, Sam provides a consistent and intuitive experience across all channels
• Unplanned events: Sam will be a traveller’s go-to companion during disruption as it offers a virtual helping hand when it comes to delays, cancellations, and emergencies – surfacing options, policies, and contacts without the traveller even having to ask
• Enhanced security and compliance: Sam ensures data privacy and compliance with robust, centralised processes, giving users peace of mind
• Adaptable behind-the-scenes ‘playbooks’ for travel managers: As a connected intelligence, interactions with Sam can be configured to meet customer needs, allowing travel managers to create a unique experience that drives program goals, setting Sam apart from anything currently available on the market.

“There’s a lot of noise about AI in the market right now, but we’re focused on delivering practical solutions that solve actual problems our clients face every day,” said Mummy Mafojane, General Manager FCM South Africa. “South African corporates need agility, whether it’s handling last-minute schedule changes, navigating regional disruptions, or staying on top of evolving visa regulations. Sam cuts through the admin burden with instant, intelligent support that keeps their teams moving efficiently.”

The launch addresses growing demand from South African companies for digital solutions that adapt quickly to changing business conditions. Sam’s capabilities extend beyond basic queries to provide real-time visibility into employee movements, increasingly important for duty-of-care obligations, and configurable management tools that help travel managers drive programme goals while streamlining operations.

Sam handles diverse scenarios across user types:

• Travellers asking: “How long is the security line at Heathrow right now?” or “Do I have any loyalty benefits for my next trip?”
• Travel bookers needing: “Do I have any travellers in Paris today?” or “Connect me to an agent”
• Travel managers requesting: “Any employees travelling internationally this week?” or “What’s the status of my support ticket?”

The system ensures data privacy through robust centralised processes while delivering seamless experiences whether accessed via mobile app at airports or desktop computers at headquarters.

“Our market is ready for technology that does more than digitise old processes. it needs to deliver real value by reducing friction,” added Mafojane.

ENDS

About FCM Travel

FCM is one of the world’s largest travel management companies and a trusted partner for thousands of national and multi-national organisations, including many household brands, Fortune, and FTSE 100 companies.

With a 24/7 reach in more than 90 countries, FCM’s agile and flexible technology anticipates and solves client needs, supported by expert teams who provide in-depth local knowledge and duty of care as part of the ultimate personalised business travel experience.

As the flagship corporate travel arm of Flight Centre Travel Group, FCM is able to deliver some of the most competitive rates, unique added-value benefits, and exclusive solutions for its clients to support their business travel requirements.

Alongside its travel management services, the company provides specialist services through FCM Consulting and FCM Meetings & Events to service the broader needs of clients. Discover the alternative at https://www.fcmtravel.com/en

Media contact

Dorine Reinstein

Content Director Big Ambitions

+27 83 278 8994

Dr. Crum is a visionary futurist, neuroscientist, and technologist who is at the cutting-edge of developing empathetic technologies that are changing the world and the way we do business will be a special guest panellist at FCM Travel’s online event on Thursday 20 February.

She will join Flight Centre Corporate Chief Operating Officer Melissa Elf and Global Chief Marketing Officer Scott Alboni, with the webinar diving into AI, budgets and individualism in business travel.

As the travel industry grapples with the balance between cutting-edge technology and maintaining a human touch, Dr. Crum will shed light on how hyper-personalisation and digital twins can create more meaningful and efficient customer interactions.

“Think of it as a hyper-personalisation of digital insights – understanding customer preferences and reactions in unprecedented detail that AI enables us to tailor experiences dynamically, adjusting to customer needs and states in real-time,” she said.

“The integration of AI into travel management services aims to optimise operational efficiency while enhancing the overall customer journey. While AI can streamline processes and predict customer needs using data-driven insights, it’s crucial to ensure that technology supplements, rather than replaces, human interaction.

“The ability to predict and respond to customer preferences can dramatically improve experiences, from booking to the journey’s end, but one-size-fits-all models often fail to cater to specific client demographics. Effective AI solutions must be tailored to the unique needs of different customers.

“It’s vital that companies be demanding of their AI solutions. Adopting sophisticated and nuanced AI systems enables better customer experience and stronger human-AI partnerships. The call to action for the industry is clear for me. Embrace advanced AI capabilities to predict and meet customer needs, while ensuring personalised, efficient service.”

Flight Centre Corporate Chief Operating Officer Melissa Elf said the webinar would give the insights required to rewrite the rules of business travel in 2025. 

“Corporate travel will take on a whole new look in 2025, and that’s due to many factors: layover effects from 2024, transformative technology and AI, and shifts in personal travel preferences,” Ms Elf said. 

“Corporate travel professionals will embrace these changes instead of bracing for impact and, in the process, rewrite the rules of what’s possible within their travel programs.” 

You can register for the webinar HERE.

**ends**

For more information about FCM Travel, or for interview requests, call Lori Cohen on 079 641 4965 or email lori@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Lori Cohen

Tel: +27 79 641 4965

Email: Lori@bigambitions.co.za