FCM Travel has relaunched its virtual assistant ‘Sam’ as a fully-integrated, AI-powered system set to revolutionise digital interactions across the global travel management company’s platforms. Aimed at enhancing the experience for corporate travellers, travel bookers and managers, Sam now operates as a central intelligence—offering tailored support, automation, and real-time insights.

Sam’s new iteration is available across the FCM Platform, app and browser extension. It serves as an always-on travel companion that can anticipate user needs, offer instant answers, and provide suggestions aligned with personal preferences. Whether helping travellers with flight rebookings or supporting travel managers with itinerary tracking, Sam adapts to every user profile and scenario.

“Sam is a game-changer for our customers,” said John Morhous, Global Chief Experience Officer at FCM Travel. “This isn’t just about answering your questions – it’s about creating a travel companion that understands your preferences, simplifies complex tasks, and enhances every journey.”

By learning from every user interaction, Sam refines its responses and ensures consistent, quality experiences. It is equipped to handle unplanned disruptions, access real-time data such as security wait times and visa requirements, and seamlessly operate across mobile and desktop interfaces.

Internally, Sam works behind the scenes to unify data across FCM’s systems, providing enhanced customer profiles and operational insights to service teams. According to Morhous, this dual function sets Sam apart from standalone AI systems by offering unified intelligence that supports both users and staff.

“Sam’s shared learning environment not only empowers our customers with a conversational assistant that anticipates their needs but also enhances our internal operations,” Morhous added. “This is about making travel more rewarding and efficient for everyone involved.”

With its ability to deliver customised playbooks for travel managers and provide real-time answers to queries like “Do I have any loyalty benefits?” or “Who is travelling to Mumbai this week?”, Sam marks a shift in how corporate travel can be managed—with intelligence, flexibility and foresight.