Spotnana CEO Says AI Can Halve Hotel Booking Servicing Costs
Spotnana CEO Steve Singh argues the travel industry's real value lies in post-booking servicing, not search. He claims AI automation can cut these costs by 50% while improving traveler experience.
Steve Singh, executive chairman and CEO of travel platform Spotnana, argues the industry is focused on the wrong part of the customer journey. In a preview of his Skift Global Forum session, Singh stated that the real value and margin are found in servicing, the work that begins after a hotel room or flight is booked.
He believes artificial intelligence is poised to dramatically reshape this often-overlooked area. According to Singh, Spotnana is already seeing significant labor cost savings for its partners by automating servicing workflows.
The Focus on Post-Booking Service
Singh told Skift that the travel industry discusses search, distribution, and booking endlessly. He contends that what truly matters is what happens after the trip is purchased. "I believe we can reduce servicing costs by 50% or more while making traveler experiences dramatically better," Singh said, attributing this potential to AI and automation investments.
Spotnana's data reveals a significant shift. Tasks that would have landed with a human travel agent just a few years ago, such as handling cancelled segments and processing refunds, are now being managed by AI agents. This automation allows human staff to concentrate on higher-value services where personal interaction is key.
Evolving Traveler Expectations and Trust
As technology advances, traveler expectations are rising. Singh noted that customers now expect to seek assistance from anyone at any point during their journey. This demand for seamless service is a key driver behind Spotnana's strategy of building direct connections with major travel providers. These integrations synchronize booking changes across all systems so an update made in one place is reflected everywhere.
"Anyone can sell a ticket. The hard part is delivering service, and service is where trust is earned or lost," Singh stated. He emphasized that travelers evaluate every interaction, and the companies that build the strongest customer relationships will be those that make the entire journey as smooth as possible.
Curation in Conversational AI
The rise of conversational AI booking tools is changing how options are presented to travelers. Instead of reviewing long lists, customers using natural language might see only a handful of curated offers. Singh says this makes curation a critical design consideration. Spotnana's goal is to ensure its systems present the options a traveler would have selected at least 95% of the time if they had seen the full, unfiltered list of available hotels or flights.
This shift places a higher burden on travel providers. To earn a spot in these AI-driven recommendations, hotels and others must deliver rich, accurate product information. Details on rates, amenities like early check-in or ocean views, and ancillary services must be precise. Singh indicated that direct integrations with providers are generally the best source for this level of detailed data.
The executive will elaborate on these themes at Skift Global Forum, scheduled for September 22-24, 2026, in New York City.
