2024—what a year! The travel industry faced its fair share of challenges, but once again, rising passenger expectations were at the heart of it all: Customers now demand real-time updates, personalised communications, and quick resolutions—especially when things don’t go as planned. On top of that, operational pressures reached unprecedented levels, with air traffic control systems overwhelmed, leading to record delays. Add in weather disruptions and geopolitical tensions, and it’s clear airlines had to work as hard as ever to keep things moving.

One major issue we’ve all come to recognise is the massive impact of new aircraft delivery delays on nearly every commercial airline worldwide. Profitable routes are left unserved, and exciting new onboard product launches are slowed or halted entirely, leading to significantly reduced service and growth. Perhaps the most significant impact, however, is on disrupted passengers. With airline fleets stretched to their limits and no spare capacity in the networks, there’s simply nowhere for disrupted passengers to go.

As if all that wasn’t enough, the CrowdStrike outage was a stark reminder of how critical robust IT systems are, as many airlines faced significant financial losses from tech-related disruptions; Delta Airlines alone reported losses of $500 million. It’s these kinds of challenges that highlight just how vital it is for the industry to invest in the right technology and partnerships to build resilience for the future.

15below in 2024

For 15below, 2024 was a year to be proud of. We delivered over 1 billion notifications across 9 different channels including SMS, WhatsApp and email where we achieved an industry-leading email delivery rate of over 98%. We are now proud to support more than 70 customers globally, ensuring timely, reliable and personalised communications for their travellers without any additional operational burden.

We launched the Always-on Passenger Communications solution. Recognising that IT outages are inevitable and increasingly frequent, this solution serves as an insurance policy against such failures. By securely storing up-to-date Passenger Name Records (PNRs) with us, or utilising an existing Offline Data Store, we ensure that communication with passengers remains uninterrupted, even when other systems fail. This proactive approach maintains passenger confidence, protects the airline's reputation, and ensures operational continuity at all times.

In partnership with iCoupon, we modernised compensation processes, enabling airlines like Ryanair and Wizz to issue instant, cashless digital vouchers during operational delays. A standout example of this occurred shortly after the launch of our collaboration when Ryanair issued an impressive 175,196 digital vouchers during a severe disruption in June 2024. Over two days, widespread air traffic control delays affected more than 30% of Ryanair’s 3,500 flights, and this automated solution ensured passengers received timely and accurate compensation. With a peak daily issuance of 36,528 vouchers, Ryanair demonstrated how the combination of 15below and iCoupon technology can deliver proactive, large-scale support while reducing operational strain and protecting its frontline teams. You can read the full case study here.

 

We also completed the first phase of our Cloud migration in partnership with Microsoft Azure, enhancing the scalability and security of our platform and allowing us to better support airlines going forward. In 2024 we transitioned 26 customers across to our next generation platform with plans to continue moving airlines across to the platform throughout 2025.

Moreover, the investment from LDC is allowing us to accelerate our plans for product development and growth, ultimately enhancing our ability to support the industry. We have a number of exciting product releases planned for 2025 to further support travel brands in communicating with their passengers.

The team has been focused on phase two of our IROPS Dashboard solution, which includes updates to the UI to make the platform more intuitive and efficient to use for airline teams. These updates will be released in 2025, and we will share more details about the phase two release, along with our new solutions, as soon as possible.
 

Trends shaping 2025

As I look ahead, I believe the next few years will be incredibly exciting for the travel industry. Several changes are coming that will fundamentally reshape how airlines operate, engage passengers, and meet the growing demands travellers.

1) The rise of conversational messaging – how AI will dramatically impact how you communicate with your customers

Artificial intelligence is set to transform how airlines communicate with passengers, shifting from one-way updates to dynamic, two-way conversations. By extending the current advisory notification model, AI integrations will allow passengers to self-serve solutions in a highly effective and personalised way.

This evolution is powered by sophisticated AI-driven chatbots, enhanced by natural language processing like ChatGPT-generated responses, and seamless integration with booking systems. Combined with the capabilities of leading PSS (Passenger Service System) "manage my booking" engines, passengers will enjoy a truly personalised experience. Conversations can be delivered in local languages across multiple channels, including regional favourites like WeChat and Line, ensuring convenience and accessibility for passengers worldwide.

2) Using AI and big data to power personalisation

AI and big data are revolutionising personalisation in airline communications, going far beyond tailoring content, channels, and timing. By leveraging vast amounts of passenger and operational data, AI can automate critical decisions, such as identifying optimal alternative flight options during disruptions, calculating personalised compensation offers, and streamlining operational processes.

This level of personalisation ensures passengers receive relevant, real-time updates and solutions that enhance their experience while reducing the strain on airline teams. AI-driven insights also enable airlines to predict passenger needs, such as offering upgrades, services, or additional products at the right time, on the right channel. By integrating AI with big data, airlines can deliver hyper-personalised experiences that build trust, loyalty, and operational efficiency. 

3) A single brand voice which builds the relationship with the passenger

A unified communications hub is quickly becoming essential for any airline. A successful hub ensures every interaction with your passengers is consistent, accurate, and aligned with your brand voice—no matter which system or third party generates the message. By centralising all communications, airlines can eliminate the inconsistencies that undermine customer confidence, such as receiving a “welcome home” message before their delayed flight has even departed, or being asked to purchase a seat or bid for an upgrade they’ve already secured.

This hub brings together all channels—email, SMS, social media, and chatbots—ensuring passengers experience cohesive, personalised communication at every touchpoint. A standardised tone of voice and consistent messaging reinforces an airline’s brand identity, building trust and delivering a seamless, high-quality experience throughout the journey.

4) Preparing for ONE Order

The industry is positioning itself for the future with initiatives like IATA’s ONE Order and Amadeus’ Nevio systems, set to change the way airlines operate and manage passenger journeys.

Though these systems won’t be fully functional for a few years, the industry will continue to ready itself for these changes. We had the opportunity to catch up face-to-face with the Amadeus team about Nevio – it's response to ONE Order - and we’ll be releasing some resources soon that will help airlines prepare for this transition and understand more about its long-term benefits. 
 

15below’s focus for 2025

As the industry evolves, 15below is committed to supporting airlines through these transitions. We’ll continue to refine our solutions, co-developing tools with our customers to address their unique needs. Building on our existing partnerships, including those with Amadeus and Navitaire, will remain central to our plans as we aim to support airlines across the globe in better communicating with passengers and empowering them throughout their journeys. We’ll also explore new ways to streamline disruption communications and enhance service recovery through new solutions, ensuring airlines can meet passenger expectations with even greater agility. I’m confident that 2025 will bring even more impactful developments as we continue to innovate alongside our partners and customers.

Looking ahead

The lessons of 2024—resilience and collaboration—serve as a reminder of the importance of adapting and innovating together. As we move into 2025, we’re excited to drive meaningful progress for airlines and their passengers worldwide.

To hear more of my thoughts on the latest trends in the travel industry, follow me on LinkedIn and stay up to date with the latest news and insights from 15below by following our monthly newsletter.