In an increasingly competitive travel market, airlines must take control of their customer journey – and that starts with driving direct bookings. While third-party tools can offer greater visibility, relying on them too heavily can lead to higher costs, reduced brand control and weakened customer relationships.
Beyond financial and operational drawbacks, research shows that 70% of passengers prefer to book directly with an airline when given the choice. Direct bookings provide airlines with greater revenue retention, access to valuable customer data and the ability to enhance loyalty programmes with tailored offerings.
With advancements in AI, digital personalisation and immersive interactive experiences, airlines now have the tools to optimise the booking journey, increase conversions and strengthen brand loyalty. Recent innovations from Qatar Airways – including their AI-driven virtual cabin crew, Sama – highlight a transformational shift in how airlines engage with customers digitally, making the direct booking experience more compelling than ever.
How AI optimises the booking system
AI is transforming the way passengers interact with airlines, enhancing everything from smart search functionalities and dynamic pricing to virtual assistants that provide real-time booking support. A standout example of this innovation comes from Qatar Airways, which introduced Sama, the world’s first AI virtual cabin crew, at ITB Berlin in 2024 as an integral part of QVerse, created by Neutral Digital. Powered by a conversational language model, QVerse allows Sama to engage naturally with passengers, streamlining the booking experience.
Building on this breakthrough, Qatar Airways unveiled new developments at the Web Summit Qatar in February 2025. Designed to interact with customers in a natural, conversational way, Sama helps guide passengers through the booking process with tailored recommendations. As an integral part of QVerse, Sama continuously evolves to provide increasingly sophisticated AI-driven assistance, making the experience more intuitive and engaging. AI-powered tools like these are helping airlines reduce booking friction, foster trust and strengthen long-term customer relationships.
Beyond virtual assistants like Sama, AI-driven technology is enhancing the entire booking process, creating a more seamless and personalised experience for passengers. Conversational AI chatbots now provide 24/7 support, assisting with bookings, FAQs and customer enquiries in real time. Predictive personalisation allows AI to analyse passenger data, tailoring flight recommendations, upgrades and additional services based on individual preferences. By incorporating these AI-powered enhancements, airlines can offer a frictionless and highly customised experience, further encouraging direct engagement and long-term loyalty
Interactive cabin exploration: elevating the pre-booking experience
Cabinly, developed by Neutral Digital, is an interactive cabin experience platform that enables airlines to showcase their aircraft interiors through high-fidelity 360° visualisations. This tool allows passengers to digitally explore cabin layouts, seat configurations and amenities, providing a realistic preview of the in-flight experience.
The ability to immerse passengers in such interactive experiences is proving to be a key driver of direct bookings and premium seat upgrades. Tools like Cabinly allow airlines to place customers in the passenger seat, through photo-realistic 360° visualisations of aircraft interiors, before they even step on board.
This level of interactivity helps to increase confidence in booking choices, as passengers can see exactly what they are paying for, reducing hesitation. It also encourages premium upgrades; by allowing customers to explore seating layouts and premium cabin features, airlines can increase conversions for business and first-class seats. Additionally, it reinforces brand differentiation, allowing airlines to highlight their unique cabin experiences, seat designs, inflight entertainment and service offerings.
Beyond seat selection, interactive visual tools like Cabinly provide opportunities for airlines to showcase their add-on services, allowing passengers to pre-book Wi-Fi, inflight meals, lounge access, and extra baggage – all within a visually engaging environment. Strong revenue evidence suggests that these solutions directly drive ancillary revenue. A report by the London School of Economics projects that in-flight connectivity and related services will generate an additional $30 billion in ancillary revenue for airlines by 2035. By integrating such immersive tools into their booking platforms, airlines can enhance the passenger experience within their ecosystem, while capitalising on these significant revenue opportunities.
The future of airline distribution is direct
The landscape of airline distribution is changing. With AI-driven booking tools, immersive interactive experiences and personalised digital engagement, airlines have more power than ever to drive direct bookings.
Qatar Airways is demonstrating how AI and digital innovation can reshape the customer experience, giving passengers more reasons to book directly through airline-owned platforms.
As personalisation and customer experience become key differentiators, airlines that prioritise direct, data-driven engagement will secure greater brand loyalty, higher conversion rates and increased profitability – all while maintaining full control over the customer journey.
Ready to optimise your airline’s direct booking strategy? Let’s discuss how interactive media and digital personalisation can elevate your airline’s approach to customer engagement and revenue growth. Send us an email today.
