Why being smart isn’t enough: Checking on what’s next for Artificial Intelligence in the travel industry

By Garry Wiseman

We all want to be seen as intelligent. Yet, depending on how you measure intelligence, none of us can hope to be anywhere near as smart as Artificial Intelligence (AI). However, even with AI’s computational power, intelligence alone isn’t enough.

The promise of AI in travel is undeniable. Personalization, operational efficiency, and reshaping how we explore the world are all possible with the help of AI. However, true breakthroughs in travel technology rely on more than AI’s smarts—they require openness, modularity, and, critically, the right data. These pillars will dictate how well AI integrates with existing systems, adapts to business needs, and delivers value across the diverse travel ecosystem.

Intelligence needs a partner: The role of data

At its core, AI is only as good as the data it draws from. In travel, that means capturing information from diverse sources – shopping and booking behaviors, traveler preferences, inventory management systems, pricing trends, capacity, occupancy, and beyond – and using all of this to predict what travelers want. With the right data, AI doesn’t just get smarter… it becomes more effective and insightful, for the benefit of the entire travel ecosystem.

For instance, Sabre’s multi-source content platform integrates fragmented content, including traditional, low-cost carrier (LCC) offers, and New Distribution Content (NDC), which is designed to provide richer and more personalized offers from airlines. This harmonized dataset, combined with the power of Sabre Travel AI , enables travel agents to create tailored offers using a combination of disparate content sources. Without robust data, even the smartest AI can’t deliver meaningful results.

Let’s be open about it

When we talk about openness in travel technology, we mean designing AI solutions that integrate seamlessly with a wide array of platforms, systems, and data sources. We’re not here to lock our partners into a “one-size-fits-all” approach or demand that their entire tech stack be powered by Sabre. Quite the opposite.

The travel industry is incredibly diverse, with airlines, hoteliers, travel agencies, and more operating on systems developed over decades. Sabre’s approach to openness is to enable AI to fit into this intricate web without requiring disruptive overhauls. Key to this is our migration to the Google Cloud Platform. The majority of our own tech stack is now in the cloud, enabling us to innovate at pace with the open approach our travel partners need.

Take SabreMosaic, our AI-driven retailing platform for airlines. The name “Mosaic” reflects our design philosophy: assembling different components into a cohesive whole. Open, modular, and AI-powered, SabreMosaic works with both Sabre’s systems and those of our competitors. This flexibility allows airlines to evolve at their own pace while adopting AI solutions that complement their existing infrastructure.

Similarly, our SynXis Retailing platform for hoteliers enhances guest experiences by integrating seamlessly with existing technology. And for travel agencies, our multi-source platform consolidates content from various providers, giving agencies the flexibility to select and integrate the services they need – for example, adding more low-cost carrier fares and offers if that makes sense for their customers.

Openness allows AI to tap into diverse data sources, making it more effective at personalizing travel offers, predicting trends, and optimizing pricing and inventory.

Parts of a whole

Okay, so we have intelligence, we have the right data, and we have openness. Modularity is the next critical component for AI’s success. Modularity means creating systems with smaller, interchangeable components that can be added based on business needs.

For travel companies, this modular approach is especially valuable, as it allows them to implement AI solutions to suit their specific goals, whether that’s improving guest experiences, driving more revenue, or enhancing operational efficiency. And, the beauty of a modular system is you can easily add more components as the needs of your business and your travelers evolve.

This modular approach is at the heart of SabreMosaic, and it extends to travel agencies through the Sabre multi-source content platform. Content fragmentation is a huge pain point for travel agencies. That’s why we’ve built, and continue to develop, a multi-source platform that integrates and normalizes content from all relevant sources. Using Sabre Travel AI to model traveler behavior and enable intelligent management of both offers and orders, it is built in a modular fashion so customers can choose components and services a la carte.

Looking beyond intelligence: The future of AI in travel

As AI continues to mature, its potential to reshape the travel industry is enormous. But success isn’t just about intelligence. It’s about creating AI solutions that are open, modular, and deeply connected to robust datasets.

At Sabre, we’re focused on this trifecta. Our focus in on developing technologies that not only integrate effortlessly with existing systems but also scale and adapt to meet evolving business needs. By embracing openness, modularity, and the power of data, we’re enabling travel companies to harness AI in ways that drive real value—for their businesses and their customers.

For travelers, that means more personalized offers, smoother booking experiences, and journeys that feel intuitive and tailored. For businesses, it means the ability to innovate without disruption, optimize their operations, and stay ahead in a competitive market.

The future of AI in travel isn’t just smart—it’s collaborative, flexible, and powered by the right data. And that’s where the real transformation begins.

Garry Wiseman is Executive Vice President, Chief Product and Technology Officer, Travel Solutions at Sabre