The industry study “ Kundendialog der Zukunft – Chat- und Voicebot im Bereich Travel, Mobility & Event 2026” was conducted by Dr. Fried & Partner between January and February 2026.
The objective of the study was to assess the current state of chatbot and voicebot adoption, evaluate the future direction and relevance of automated dialogue systems, and identify key challenges, success factors, and trends within the industry.
More than 50 participants—primarily from mid-sized companies in the travel, mobility, and event sectors—took part in the survey.
The results are clear: while the importance of chat and voicebots is rapidly increasing, many companies are still at an early stage of implementation.
High momentum, but low maturity
The findings reveal a dynamic yet immature market. Around half of the surveyed companies are already using chatbots, whereas voicebots still play a minor role. Fewer than 5% of respondents currently use voice-based systems.
At the same time, the pace of adoption is high. Nearly all companies that have implemented bots have done so within the last six months. In parallel, around half of the non-users are planning to introduce chatbot or voicebot solutions within the next twelve months.
This combination of growing adoption and limited experience highlights a market that is still in its early stages—but evolving rapidly.
High expectations for automation in customer interaction
A large share of companies sees significant potential in chat and voicebots. Around 57% rate their potential as high or very high.
Current use cases are primarily focused on standardized, repetitive tasks such as FAQs and self-service offerings, as well as first-level customer support in B2C environments.
In contrast, more advanced applications—such as use cases involving B2B customers, sales partners, or internal processes—are still relatively rare. This indicates substantial development potential for the coming years.
Efficiency gains in focus – with mixed results
The primary driver for implementing bots is to relieve employees from routine tasks. 90% of companies cite this as a key objective.
Other important goals include faster response times and improved availability. More than 40% of respondents report that they have already achieved improvements in these areas.
However, results are more limited when it comes to cost reductions or increasing resolution rates. This suggests that many organizations are still in the early stages of their learning curve and have yet to unlock the full potential of these technologies.
Success factors: more than just technology
One of the key insights of the study is that success is not primarily driven by technology—but by execution.
The most important success factors include:
- a user-centric design approach
- a well-structured and high-quality data foundation
- clear objectives and strategic alignment
- defined roles and responsibilities within the organization
At the same time, companies face several recurring challenges:
- limited human resources
- lack of expertise
- complex integration into existing system landscapes
These factors often determine whether a bot initiative successfully scales—or remains stuck in a pilot phase.
Conclusion: Laying the foundation for the future of customer dialogue
The study clearly shows that chat and voicebots are evolving from experimental tools into strategic components of customer interaction.
Many companies are currently at the beginning of their journey or preparing for implementation. This presents a unique opportunity to set the right foundations early on.
Long-term success will depend on a clear strategic direction, the development of internal capabilities and resources, and a robust technical integration. Only then can organizations fully realize the potential of automation in terms of efficiency, scalability, and customer experience.
Online Expert Forum
Would you like to explore the study results in more depth and exchange insights with industry peers?
We invite you to join our online expert forum on April 2, 2026. During the session, we will present the key findings of the study and engage in an open discussion on current developments, challenges, and practical approaches to implementing chat and voicebots.
The focus will not only be on presenting the results, but also on sharing experiences: What has worked well? Where do companies still face challenges?
Take the opportunity to gain valuable insights for your organization and connect with experts from across the industry.
If you are interested in joining, we look forward to your registration: Register now.