Swiggy is expanding its premium concierge platform CREW into the travel segment, introducing a dedicated service that combines human concierges with artificial intelligence to assist travellers across planning, bookings and on-trip requirements.
The service is currently available to paid members and invited travellers and is designed to remain accessible throughout a journey rather than limiting assistance to the booking stage. CREW can help users plan itineraries, book flights and hotels, arrange local transport and make restaurant and experience reservations.
The platform also provides assistance with visas, foreign exchange, airport transfers and other travel requirements. During a trip, users can approach the concierge for itinerary changes, local recommendations and assistance when plans are disrupted.
AI supports CREW's human concierge model by helping deliver faster and more personalised responses across time zones. The platform, however, continues to retain human involvement, particularly for travel decisions and requests that require coordination with hotels, transport providers and other partners.
CREW is also building a network of local partners across international destinations to provide destination-specific recommendations rather than relying only on conventional online listings. Members can access preferential hotel rates negotiated through the platform's partner network.
The travel expansion follows around a year of CREW operating as a broader personal concierge service. Swiggy said its experience during this period indicated that travel generated the strongest demand for end-to-end assistance, leading the company to develop a more specialised offering around the category.
Rohit Kapoor, chief executive officer of Swiggy Food Marketplace, said the platform is intended to address the gap between completing a travel booking and managing the experience that follows. The company is positioning CREW as a service that remains available before and throughout a trip, including when travellers need to change their original plans.
CREW previously offered a wider range of concierge services, including restaurant reservations, travel itinerary planning, gift sourcing, document-related assistance and cab bookings. Its stronger focus on travel gives the platform a more defined role within Swiggy's expanding portfolio of consumer services.
The move also extends Swiggy's presence beyond its core food delivery and quick-commerce businesses. While AI is being used to support personalisation and response times, CREW's model currently centres on combining the technology with human assistance for higher-involvement travel requirements.
For Swiggy, the expansion provides another avenue to test how AI-supported services can be integrated into consumer-facing categories where requests can change in real time and require support beyond a digital transaction.
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