My travel service writes:
In order to ensure your company receives the optimal value from this airline ticket, it is imperative any changes or cancellations are reported prior to your flight's original date of departure. This value may have a limited time for future use so be certain to find out all the details upon cancellation.
It's certainly clear who matters to the travel service, isn't it? Not, "Steve, you have a trip coming up. Are YOU ready?" but "don't you want to make sure the company receives the optimal value?"
I think this is a negative case of buyer personas and user personas.