Research from global AI-first communications platform Infobip reveals the era of simple one-way customer communications from travel and hospitality brands is over. Drawing on data from 628 billion global interactions in 2025, 3.8 trillion messages over the past 20 years and more than 15.4 billion UK customer interactions in 2025, Infobip’s Messaging Trends Report 2026 shows a shift towards Rich Communications Services (RCS) as brands seek highly engaging, two-way customer interactions.

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