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Meet Sam, Flight Centre’s AI chatbot

The future is here people, and it has arrived in the form of Sam, Flight Centre Travel Group’s (FCTG) powerful, pocket-sized chatbot travel assistant.



Having launched in the UK and USA last year, Sam has finally launched in Australia. But is Sam really like a travel agent in our pocket?


“By downloading Sam, our customers won’t miss a thing,” FCTG’s corporate division executive general manager, James Kavanagh, said.


“Sam’s messages are intuitive, helpful and include practical information and advice that is based on context, relevance and a traveller’s personal preferences.”


Mr Kavanagh said Sam fulfilled the necessary travel management functions, but went a step further by tracking a traveller’s location, providing real-time information for traffic and flight delays, and featured interactive city guides, weather updates and gate changes. 


“Sam will even give you information about what carousel your luggage is on and allows you to book an Uber ride within the app,” Mr Kavanagh said. 


Feedback from USA clients who had downloaded the app show that customers were loving the ‘automated weather and traffic’ alerts and many praised the real time updates following the recent storms across the US East Coast.


Coming soon to the app will also be the ‘Sam Community’ functionality, which taps into the knowledge and experience of a global community of business travellers, serving up user-generated tips and advice based on a traveller’s location or when they ask Sam for assistance or inspiration. 


Sam for Travel Bookers, also on its way, will ensure Travel Bookers are aware of potential issues impacting their traveller(s) and prompt appropriate actions including booking changes and communication with the traveller to ensure their wellbeing.


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Written by: Gaya Avery
Published: 8 May 2018

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