FA-01
Core System Rigidity
Foundational transactional systems (PSS, PMS, core booking engines) are architected for transactional stability and inventory control, not for flexible customer interactions or…
Friction Atlas
The following archetypes represent recurring patterns of systemic friction in the tourism industry. Each archetype describes a structural breakdown that shapes customer experience across decision contexts.
FA-02
Data Sovereignty Fragmentation
Customer identity, preferences, and transaction history exist in disconnected functional databases (Sales CRM, Operations PMS, Loyalty) with no unified record accessible in…
FA-03
Agency-Authority Mismatch
Frontline staff are held accountable for customer outcomes but denied the system permissions, budget authority, or decision rights required to resolve issues without escalation.
FA-04
Process Standardization Rigidity
Standard operating procedures are optimized for the 'happy path' scenario and fail to accommodate the inherent variability of real-world service delivery, particularly during…
FA-05
Digital-Physical Schism
Digital channels (mobile app, website) and physical channels (airport, hotel property) operate as separate business units with distinct systems, creating disconnected customer…
FA-06
Inter-Entity Governance Void
Friction manifests at contractual boundaries between separate legal entities (Airline-Airport, Hotel-OTA, Airline-Ground Handler) where no single party has authority to resolve…
FA-07
Static Resource Allocation
Staffing levels, inventory, and physical capacity are determined by historical averages or fixed annual budgets, failing to flex in response to real-time demand volatility or…
FA-08
Metric Antagonism
Operational efficiency KPIs or short-term revenue targets directly conflict with customer experience goals, forcing staff and systems to optimize against the customer's interest.
FA-09
Compliance-Experience Tradeoff
External security, identity verification, and regulatory requirements are implemented as rigid procedural blockers rather than integrated into the service flow as enablers.