Self-service fatigue hits travel: Why are we having a DIY backlash?
Judy Williams stood in two lines at the airport just to drop a single checked bag, and then the machine rejected it, again and again. The real insult was not the glitchy kiosk. It was the three employees standing nearby, chatting and hugging, who did not lift a finger to help. That small scene is the reality of do-it-yourself travel: you do the unpaid work, and when the system fails, you are on your own. Across the industry, more of travel’s routine tasks have been handed to the traveler, the app check-in, the self-tagged bag, the help center that loops without ever reaching a person, and the convenience can start to feel like something closer to abandonment. Self-service technology, one customer-experience expert notes, was never meant to replace human support. It was meant to enhance it. In travel, the gap between that intention and the reality keeps widening.
