A service message communicates administrative information, such as an update about an existing booking. The ICO distinguishes these messages from direct marketing when they do not contain promotional material. Adding marketing content can change how the message is treated. Source: ICO: identifying direct marketing

A travel business example

A factual reminder that a customer’s agreed balance is due serves a different purpose from an email promoting a new holiday offer. Keep the purpose visible when planning messages so the team can apply the appropriate checks.

If someone suggests adding an offer to a booking update, review the whole message again. Calling the template a confirmation does not resolve the question of what the email actually contains.

Make ownership clear

Give service templates an owner and record their trigger, intended recipient and required booking details. This makes it easier to check whether a message is accurate before it is sent.

Use a sample booking to test the wording, links and reply route. Include an unresolved supplier request in the test so the template does not describe an arrangement as confirmed before that status has been verified.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.