SystemsX Sense has been named Technology Innovation of the Year at the TTG Travel Industry Awards 2026, recognising its innovative approach to helping travel businesses unlock the value hidden in their customer conversations.
Last year, SystemsX Sense was highly commended in the same category. Winning it this year is a testament to the work our team has done alongside our travel customers to develop a truly great product.
In their published citation, the judges called SystemsX Sense "completely innovative, unique and time-saving", and pointed to clear evidence of positive results for SystemsX and for the customers using it.
Thank you to TTG Media for running the awards, to the judging panel for their time and feedback, and to Holiday Extras for sponsoring the category.
Travel's biggest untapped source of customer intelligence
A busy travel contact centre can handle thousands of conversations a week across phone, live chat and email. Each one tells you something: why customers book or walk away, what they keep asking for, where your service lets them down and which sales were there for the taking.
In travel, that knowledge is especially valuable. Conversations show which destinations customers are asking about before the demand appears in booking data, the prices and payment questions that make people hesitate, and the holidays families want but can't find.
They reveal which extras customers are keen on, from transfers to airport parking, which parts of the journey generate the most calls, and the reasons people give for booking with someone else.
Spotted early, those signals can shape product, pricing and marketing decisions, not just contact centre performance.
Yet most of it is never heard. Traditional quality assurance reviews a small sample of calls, scored by hand, and everything else customers say disappears once the conversation ends.
So commercial decisions get made on a fraction of the evidence. The customer who mentioned they still needed travel insurance, the family who asked about an upgrade nobody offered, the regular who hinted they were thinking of booking elsewhere: those conversations go by without anyone noticing.
Turning travel conversations into bookings, insights and opportunities
SystemsX Sense uses AI-powered conversation analytics to analyse 100% of calls, chats and emails, and turns what customers say into insight leaders can act on.
The biggest prize is revenue. SystemsX Sense shows where bookings were won and lost: the sales conversations that stalled, the upsells that were never offered and the follow-ups that never happened. Instead of guessing why conversion rates move, leaders can see exactly what is driving them.
It also shows what your customers are thinking. With every conversation analysed, the patterns become clear: what customers ask for most, why they call back, how they feel about your service and what is behind complaints, all without sending a single survey.
And it still does the quality job better than any sample. Every conversation is scored the same way, so leaders can spot missed compliance wording in time to put it right, see which agents are doing great work and give team leaders back the hours they used to spend listening to recordings.
Proven results in the travel industry
Leading travel businesses are already seeing the difference.
World Travel Holdings UK went from reviewing just two or three calls per agent each month to analysing 100% of customer calls. Every agent now receives performance coaching, helping drive higher booking conversions across the majority of the team.
Hays Travel replaced manual call downloading, listening and scoring with automated analysis, freeing managers to spend more time coaching their teams, improving service and driving conversions. SystemsX Sense is now used across its contact centres, customer service, tour operations, and learning and development teams.
See what SystemsX Sense can uncover for your organisation
Every travel business is already sitting on thousands of customer conversations full of revenue, insight and opportunity. SystemsX Sense is changing how the travel industry uses them, and the businesses that act now will be the ones that pull ahead.
Book a demo of SystemsX Sense and see what it finds in your conversations.
Frequently asked questions
What award did SystemsX Sense win?
SystemsX Sense won Technology Innovation of the Year at the TTG Travel Industry Awards 2026, after being highly commended in the same category the year before. The category was sponsored by Holiday Extras.
Who organises the Travel Industry Awards?
The Travel Industry Awards are run by TTG Media, the UK travel trade publisher. The 2026 winners were announced on 23 September at The Roundhouse in Camden, London.
What does SystemsX Sense do?
SystemsX Sense analyses 100% of customer calls, chats and emails to uncover revenue opportunities, customer insights and quality issues across every conversation.
How is automated quality assurance different from manual QA?
Manual QA relies on reviewers checking a small sample of conversations by hand. Automated quality assurance with SystemsX Sense scores every conversation consistently, so issues and opportunities are not missed and team leaders get time back.