FCM Travel has relaunched its virtual assistant ‘Sam’ to help clients book trips, manage itineraries and access travel insights.
Available across FCM’s proprietary Platform, app, and browser extension, the TMC claims Sam will anticipate user needs, providing real-time answers, along with uniquely tailored recommendations.
“Sam is a game-changer for our customers,” said John Morhous, Global Chief Experience Officer, FCM Travel.
“This isn’t just about answering your questions – it’s about creating a travel companion that understands your preferences, simplifies complex tasks, and enhances every journey.
“In a sea of sameness, Sam delivers a true alternative by empowering all our travellers, bookers, and managers to focus on what matters most, while giving them the confidence that their travel needs are handled effortlessly.
“We pride ourselves on listening to the wants and needs of our customers, and this helps us to guide our innovation drive, allowing us to automate the ordinary to deliver the extraordinary.”
For example, Sam can check airport security wait times, confirm visa requirements and can make recommendations based on the user’s personal preferences.
In the case of delays, cancellations, and emergencies, it will surface options, policies, and contacts without the traveller having to ask.
Interactions with Sam can be configured to meet customer needs, allowing travel managers to create a unique experience that drives programme goals.
Beyond its customer-facing capabilities, Sam works behind the scenes to unify FCM’s internal systems, integrating data from multiple sources to create a centralised intelligence.
“Unlike siloed AI systems, Sam’s shared learning environment not only empowers our customers with a conversational assistant that anticipates their needs, but also enhances our internal operations,” added Morhous.
“By equipping our experts with enriched customer profiles and real-time insights, they can deliver our customers a faster, more impactful service. This is about making travel more rewarding and efficient for everyone involved.”
