Direct Travel Debuts Multi-Lingual, Virtual Assistant

The virtual assistant and AI chatbot, Simon, will now be available in French

Denver, CO – February 23, 2023 — Expanding its role as a leading pioneer in the corporate travel management space, Direct Travel, Inc. has taken the latest step in its digital transformation journey by deploying a multi-lingual version of its virtual assistant, Simon.

“We are pleased to present the next stage in the evolution of Simon, our very own virtual assistant designed to make business travel more streamlined and connected from end-to-end,” said Darryl Hoover, Chief Technology Officer for Direct Travel. “This latest advancement enables Simon to assist a range of travelers through multiple languages.”

Simon will be available in both English and French, providing automated support through a variety of channels, including in Direct Travel’s Direct2U mobile app. As an AI-based virtual assistant, Simon can answer travel-related questions, retrieve information such as past invoices, facilitate profile updates and connect customers to reservation and product support team members.

The launch of Simon in French language markets follows on the heels of previous advancements made as part of Direct Travel’s ongoing efforts to intentionally meet customers where they are at, including using enterprise-collaboration tools like Microsoft Teams to deliver these services.

“2023 is already shaping up to be a year of ambitious growth for the travel industry, and our team remains committed to leading the charge in providing personalized and responsive service to every client we serve,” said John Coffman, Chief Financial Officer for Direct Travel. “This latest innovation from our technology team will help us support that goal and provide even greater value to our customers.”

For more information about Simon and other digital transformation plans, visit

About Direct Travel, Inc.

Direct Travel is a leading provider of corporate travel management services. The company has been providing travel management for over 40 years, working with clients to develop highly customized travel programs. By leveraging both the expertise of its people and innovative solutions, Direct Travel enables clients to derive the greatest value from their travel program in terms of superior service, progressive technologies and significant cost savings. Direct Travel has offices in over 70 locations across North America and the UK and is currently ranked 11th on Travel Weekly’s Power List. For more information, visit

Media Contact

Amanda Wesley
Vice President, Strategic Corporate Communications
[email protected]

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