Cardiff tech firms launch AI tool to automate travel admin

A local partnership for global reach

Two technology companies based in Cardiff have teamed up to launch a new AI product for the travel industry. The partnership involves Inspiretec, a travel software provider, and SystemsX, a company specializing in artificial intelligence. They debuted the new tool last week at WTM London, which is one of the largest trade events for the travel sector in the world.

The collaboration brings together local expertise to solve a specific problem for travel consultants. SystemsX recently won the Technology Innovation of the Year award for its AI technology, which analyzes customer conversations. By combining this with Inspiretec's established platform, the two firms aim to provide a practical solution for travel brands across the UK, Europe, and North America.

Inspiretec has been a staple of the Cardiff tech scene since 1995. The company is currently preparing for a significant transition as it joins the Juniper Group in November 2025. This move is expected to provide the resources needed to scale their new AI offerings to an international audience.

Automating the travel admin burden

The new product, called Agent Assist, is designed to tackle the administrative tasks that often follow a customer call. Many travel consultants spend significant time manually recording details and drafting messages after speaking with clients. Agent Assist automates this process by capturing key details from the conversation and providing a summary of the call.

Beyond just summarizing, the tool identifies the specific next actions a consultant needs to take. It also drafts follow-up emails automatically, which reduces the amount of manual typing required by the staff. This allows the consultant to move quickly from one client interaction to the next without getting bogged down in paperwork.

For managers, the tool offers a way to improve team performance through feedback. The system captures data from these interactions to help managers coach their teams more effectively. By turning conversations into practical support, the technology helps maintain a high standard of service across large travel organizations.

Customized AI and data privacy

The developers have also introduced a second tier of the product known as Agent Assist+. This version is more specialized because it draws on the specific product and policy knowledge of each individual travel business. This means the AI can provide answers that are tailored to a specific company's rules rather than just general travel information.

Privacy is a major consideration for the companies involved in this launch. They have stated that customer conversations are not used to train any public AI models. This distinction is important for travel brands that handle sensitive personal information and need to ensure their data remains private and secure.

The goal is to provide a tool that feels like a natural extension of the existing workflow. By integrating directly into the CRM—the system where consultants manage their daily tasks—the AI becomes a helpful assistant rather than a separate, cumbersome software. This integration is key to getting high adoption rates among busy travel professionals.

Growing demand for human expertise

The launch of this tool comes at a time when more people are seeking out professional travel advice. According to the ABTA Holiday Habits 2026/27 report, 38% of UK overseas holidaymakers booked through a travel professional in the past year. This represents an increase from the 34% reported in previous data, suggesting a trend toward human-led travel planning.

As demand for these services grows, travel brands need to be more efficient to stay competitive. Using AI to handle the repetitive parts of the job helps them manage higher volumes of customers. It ensures that the human element of the sale is preserved while the technical side of the administration is streamlined.

Richard Baker, the CEO of Inspiretec, noted that the platform already handles 3 million passengers a year. He highlighted that the new tool allows consultants to focus on selling rather than writing. By automating the 'write-up,' the companies are helping travel brands scale their operations without necessarily increasing their administrative headcount.

The future of travel technology

The success of Agent Assist depends on its ability to provide practical time savings for travel businesses. Simon Powell, the CEO of SystemsX, emphasized that the industry wants AI that is functional and saves time. By bringing their award-winning technology into a widely used CRM, the two Cardiff firms are positioning themselves as leaders in practical AI application.

The backing of the Juniper Group will likely accelerate the rollout of these tools across different regions. With a presence in the UK, Europe, and North America, the companies have a clear path to expanding their reach. They are moving from a local success story to a global technology provider in the travel space.

Looking ahead, the integration of AI into travel CRMs will likely become a standard feature rather than a luxury. As more businesses adopt these tools, the focus will shift toward how deeply these systems can understand complex travel policies. The partnership between Inspiretec and SystemsX serves as a blueprint for how local tech firms can solve global industry problems.