Why traveler loyalty depends on what happens when things go wrong

Travel loyalty has long been built around points, perks and status. Those incentives still matter, but they may not be the moments that define whether a traveler truly trusts a brand.

As disruption, rising trip costs and geopolitical uncertainty add more stress to the travel experience, the industry faces a harder question: What happens when something goes wrong? A delayed flight, a medical issue or an emergency abroad can quickly expose the gaps between airlines, hotels, booking platforms, insurance providers and other companies involved in the journey.

In a Changemaker session at Phocuswright Europe, Anna Kofoed, chief officer, global strategic partnerships at Allianz Partners, challenged the industry to think about loyalty through that lens. She discussed how better collaboration across the travel ecosystem, supported by both digital tools and human assistance, can help turn moments of disruption into moments that build trust.

Kofoed also explored where automation can improve the experience and where human support remains essential, particularly when travelers face high-stress situations far from home.

Watch the full session below.

Later, Kofoed continued the discussion in the PhocusWire studio with Mitra Sorrells, Phocuswright's senior vice president of content.