Beyond the Booth: GBTA 2025 with Fox World Travel’s Sam Hilgendorf

The dojo.live show / Interviews with Visionaries Shaping Travel Tech

What if AI, automation, and thoughtful design could smooth out managed travel while still keeping it human?

In this episode of dojo.live, we sit down with Sam Hilgendorf, Chief Information Officer at Fox World Travel, as part of our exclusive GBTA 2025 series. From automation to AI assistants, Sam unpacks how Fox is tackling some of managed travel’s stickiest pain points, like unused ticket redemption and group air coordination, with tools built for both scale and empathy.

We dive into the vision behind Colby, Fox’s proprietary AI travel assistant, and explore how it’s helping to streamline traveler experiences in real time while giving travel managers more visibility and control. Sam also shares key insights from the “From Friction to Flow” panel, reflecting on how AI and NDC can work together to bring clarity and speed to traditionally clunky workflows.

This conversation offers a grounded perspective on where tech innovation meets real traveler needs and how organizations like Fox are designing with both in mind.

About Sam Hilgendorf

Sam Hilgendorf has served as Chief Information Officer at Fox World Travel since 2018, where he leads the company’s technology strategy across IT, business intelligence, product development, and project management. Under his leadership, Fox has introduced innovative tools such as a cloud-based collaboration suite, a modern customer contact center, and an enterprise data management platform, all aimed at enhancing performance and customer experience.

Sam’s efforts have earned Fox multiple Magellan Awards from Travel Weekly and recognition as a Distinguished Partner for SAP Concur, thanks to their custom integration work with the Concur Travel platform. He is also an active contributor to industry conversations around emerging tech, including AI, blockchain, and automation, and was recently named Wisconsin’s CIO of the Year.

A firm believer in the power of technology to unlock human potential, Sam is passionate about building high-performing teams and delivering meaningful innovation. Outside of work, he enjoys life with his wife and daughter, and proudly embraces all things nerdy—from tabletop gaming to comic books to Renaissance fairs.