September 26, 2025
This Week in CX: Where AI, Gen Z, and Trust Collide
Happy Friday! ‘This week in CX’ brings you the latest roundup of industry news.
This week, we explored agentic AI in CX, Gen Z putting life on hold for financial security, smarter employee listening strategies, and how AI-powered verification is boosting trust in customer insights.
We are also discussing updates from Meta, Thales, Aruba, and more.
Key news
- Meta is gradually rolling out a translation feature for its WhatsApp messaging service, which will initially support six languages on Android devices and 19 languages on iPhones. Users can activate it by long-pressing a message and selecting the “Translate” option, then choosing their preferred language. The feature is available in personal and group chats, as well as channel updates. Android users will also have the option to enable automatic translation for an entire chat thread.
- Hybrid work options are becoming less common, with a recent analysis of UK listings on job-search website Indeed finding most white-collar job ads now require two to three office days per week, and a reduction in single-day office roles from 35% in 2022 to 15% in 2025. North-east England has the highest average office attendance at 2.7 days/week, compared to 2.2 in London and Scotland. Meanwhile, a European Central Bank survey found most eurozone workers unwilling to accept a pay cut to work from home. They’d accept, on average, a 2.6% reduction for two to three remote days per week.
- Airports in Copenhagen and Oslo were temporarily closed after drones were observed in their airspace on Monday night. Previously, the EU’s cybersecurity agency ENISA confirmed that the ransomware behind disruptions at London Heathrow, Berlin, Brussels and other airports over the weekend has been identified, with law enforcement now investigating. Hackers had targeted automated check-in and baggage drop systems supplied by US firm Collins Aerospace. Such attacks typically involve demands for payment to unlock data. Cyberattacks on aviation surged 600% in the past year, according to French aerospace group Thales.
CXM news stories
Here’s the full news stories that CXM have reported on in the past week. Learn all about the latest news around Agentic CX, the challenges of balancing financial decisions, and the importance of employee feedback.
96% of Tourists Say Responsible Tourism Is the New Standard
Responsible tourism has gone mainstream. According to Aruba’s newly released Responsible Tourism Impact Report, 96% of travellers believe that responsible practices matter, and 80% say tourism should go further — not just limiting harm but actively improving the lives of local people.
Still, there’s a gap between good intentions and practical action. While 73% of travellers want to learn how to create a positive impact, only 23% feel they’ve been given the tools to do so. This disconnect highlights a huge opportunity for destinations and travel leaders to step in with clearer guidance, education, and support.
“Responsible Tourism is no longer optional — it’s become the minimum standard travellers expect,” said Ronella Croes, CEO of the Aruba Tourism Authority. “This research shows that travellers are ready, but they need clearer ways to act on their values. Now is the moment for leadership. Aruba is committed to moving from insight to action — from guest guidelines to on-island education — to ensure every trip supports our communities and protects what makes Aruba the One Happy Island.”
The study, which surveyed thousands of travellers across seven global markets, unpacks how different generations define Responsible Tourism, what actions they’re willing to take, and what they need from the industry to follow through.
Responsible Tourism Is the New Normal
Nearly all travellers (96%) consider it important, and 80% want tourism to play an active role in uplifting communities and protecting destinations. What was once a niche movement has now become the global standard.
While 97% of travellers are ready to take at least one action to support destinations, most don’t know how. With nearly three-quarters seeking guidance but only a quarter receiving it, the responsibility falls on destinations and industry players to close the gap.
Generational Perspectives Differ
Boomers lean toward resource conservation: 74% are ready to reduce water and energy use, and 61% favour community-based accommodations. Gen Z, on the other hand, leans toward advocacy and sharing: 39% are willing to volunteer or support local causes, while another 39% would champion responsible travel through social media or policy advocacy.
In addition, for 34% of high-end travellers, true luxury now includes environmental certifications and cultural immersion alongside five-star comfort.
Top factors influencing travel decisions include natural beauty (66%), locally owned businesses (65%), and opportunities for cultural immersion (59%).
