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Sabre Corporation enters agreement with Shanghai Fuxun Information Technology Co Ltd
Global travel technology firm Sabre Corporation announced a new agreement with Shanghai Fuxun Information Technology Co Ltd on Monday, 3rd February. Through the deal, Sabre will add more than 100,000 domestic hotels across China to the extensive lodging content already available through SabreMosaic Travel Marketplace. The new content includes over 70 leading domestic Chinese hotel chains, some of the largest hotel groups globally by room count, as well as the domestic operations of international hotel brands, along with a large number of independent hotels. These options are highly valued by travelers but have historically been difficult for international agencies to access. Fuxun Travel co-founder and CMO John Chen said of the agreement: “Our mission is to help Chinese hotels connect with travelers everywhere. Working with one of the world’s leading global travel marketplaces makes absolute sense to us. It means Fuxun’s China-based properties gain instant access to a vast network of international travel buyers including business travelers, overseas tour operators, and global corporations that would otherwise be difficult to reach independently. We believe this global exposure will directly drive incremental bookings from key international markets, complementing Fuxun’s domestic strength. As our partnership continues to mature, we expect Sabre’s robust data and decision-support capabilities to become increasingly important to our global growth strategy.” The benefits the partnership accords Through the new Fuxun content, Sabre-connected travel sellers will benefit from: 100,000 new property options across China, including independent hotels and local chains. More than 70 domestic Chinese hotel brands, including major chains not previously available through global distribution channels. Competitive discounts of 15to 25 percent, with many rates including breakfast. Additional prepaid content, improving booking flexibility and traveler choice. Sabre’s head of lodging, ground & sea in APAC Deepshikha Segal remarked: “China is one of the largest and most important travel markets in the world, and our agency partners have been clear that access to domestic lodging content is a critical need. Meanwhile, hoteliers in China are looking for greater global visibility and stronger booking opportunities. And, travel sellers and travelers want a more seamless experience, with the ability to book their entire journey in one place. In aligning with Fuxun, we’re delivering on all those needs by bringing a broad range of domestic Chinese lodging content into our global marketplace that can be seamlessly shopped, booked, and serviced.” This expanded lodging content will flow directly into SabreMosaic Travel Marketplace, which today unifies content from two million lodging options, a leading number of NDC airlines, more than 150 low-cost carriers, over 420 EDIFACT carriers, as well as over 70 car and rail providers in one platform. Within lodging, SabreMosaic Travel Marketplace also connects agencies to both Sabre content and options from leading aggregators, including Booking.com, Bedsonline, Nuitee, and TOTV. Bringing Fuxun on board as a new aggregator adds breadth to what is already the industry’s largest marketplace for lodging. Because the content is integrated into SabreMosaic Travel Marketplace, sellers also benefit from the marketplace’s cloud-native, AI-driven retailing capabilities, which help match the right content to the right traveler at the right time. With China representing one of the world’s top travel markets by size, the addition of this content will improve Sabre’s penetration in the region, strengthen Sabre’s role as a leading global travel marketplace, and help agencies better serve their travelers with additional competitive and differentiated lodging options.
Sabre unveils The Secure AI Advantage
Sabre Corporation has unveiled its latest whitepaper: The Secure AI Advantage: Governance and Trust in Travel Technology. This new report invites the travel industry to rethink trust in an era shaped by autonomous intelligence, given how travel is entering an era defined by intelligent automation that acts, decides, and adapts across one of the world’s most interconnected ecosystems. As agentic AI moves from concept to commercial reality, Sabre argues the industry is facing an inflection point: the systems capable of transforming travel are the same systems that demand a reimagined approach to security. As such, the paper offers a candid, insider look at how Sabre is engineering that future, one where autonomy accelerates innovation and strengthens trust. As Sabre’s chief information security officer Scott Moser explains: “Autonomy without trust is unusable; autonomy with trust is transformational. As AI begins acting on behalf of travelers and suppliers, trust can’t be an afterthought. It has to be built into the data, the identity, and the verification of every action the system takes. We anticipate this being a requisite for partners when engaging with AI solutions, and we are well-prepared for it today.” With that in mind, The Secure AI Advantage reinforces Sabre’s commitment to lead with transparency, set a higher bar for responsible AI, and help partners embrace the future of travel with confidence rather than caution. A trust framework for the autonomous era Based on conversations with top security experts across the travel ecosystem and beyond, the whitepaper challenges the industry to adopt a mindset shift: travel can only unlock AI’s full potential if trust is designed, demonstrated, and durable. Sabre outlines how that philosophy now anchors its technology strategy, from the way the company curates and protects its global Travel Data Cloud, to how agent identities are authenticated, to how every AI-driven action is monitored and verifiable. Among the key points highlighted in the report are: Data must be curated, protected, and privacy-preserved at scale. Autonomous systems require identity that is continuous, not static. Resilience depends on real-time observability, not periodic review. Governance must be proactive, transparent, and provable. These principles reflect Sabre’s long‑standing belief that trust is not a feature, it’s a core tenet of infrastructure. Delving into the Sabre approach The whitepaper opens the curtain on Sabre’s own transformation, revealing how its multiyear collaboration with Google Cloud has modernized the company’s infrastructure and enabled enterprise-grade AI with embedded security from the start. Through the SabreMosaic platform, the Sabre IQ AI Layer, and the dedicated IQ Assurance Layer, Sabre offers customers not just powerful AI but AI with guardrails, lineage, and accountability engineered in. Sabre’s chief information officer Joe DiFonzo puts it as: “Moving tens of thousands of servers and over 50 petabytes of data to the cloud wasn’t just a modernisation milestone. It was the foundation for building AI systems that can be both autonomous and safe at scale.” Based on its own security roadmap, Sabre concludes the whitepaper with five tips for success for other companies looking to bolster security for the agentic era, and offers the industry the opportunity to join its global Agentic U roadshow, a program designed to empower travel suppliers and agencies and prepare them for the evolution of AI in travel.
Five travel tech providers gain access to over 40 NDC airlines via SabreMosaic
Global travel tech company Sabre Corporation announced that five travel technology providers have chosen to connect to SabreMosaic Travel Marketplace. In doing so, Lleego, Vibe, TPConnects, Ypsilon.net, and Mesh can now offer access to the platform for their connected leisure, corporate, and online travel sellers, enabling them to shop, book, and fully service New Distribution Capability (NDC) content from 42 airlines within their existing workflows. By selecting SabreMosaic Travel Marketplace, these companies are responding to the growing demand for unified access to modern airline content, including NDC. Sabre’s senior director of global commercial planning, management consulting, and partner solutions Miguel Gonzalez remarked: “Lleego, Vibe, TPConnects, Ypsilon.net, and Mesh have gone beyond connectivity to deliver the book-and-service depth agencies expect. Their customers can use NDC from carriers we’ve launched across the marketplace, and they can do it inside the same agent and corporate tools they trust today. That is how you scale NDC, pairing coverage leadership with workflows that protect efficiency”. By expanding their NDC connection through Sabre, these partners help agencies and corporations to adopt modern airline content without adding systems. The technical lift shifts from bespoke airline-by-airline builds to a unified implementation that preserves servicing parity, compliance, and reporting, leading to faster activation, fewer workarounds, and better traveler outcomes. Wider coverage Sabre now offers the industry’s broadest NDC airline coverage, with recent global launches including British Airways, Iberia, Air France, KLM, Lufthansa), Qatar Airways, Emirates, and a pipeline of more than 60 additional carriers coming online. This breadth allows agencies and corporates using these five leading travel technology providers to access NDC offers, continuous pricing, bundled fares, and new ancillaries in the same environment as traditional and low-cost carrier content, without the need for separate direct connections or custom integrations for each airline. Each of the five providers will enable SabreMosaic Travel Marketplace content progressively, following their own roadmaps, creating flexibility while opening the pathway for future activations. The technical foundation for this expansion is Sabre’s structured approach to NDC integrations, which standardizes airline-specific nuances: rather than building and maintaining one-off connections to individual airlines, these providers use Sabre’s harmonized APIs to present multi source content, including NDC, consistently. The capabilities span end-to-end workflows, and enable execution of all post-booking actions, cancellation, void, refund, exchange, seat selection, and ancillary management, regardless of the airline.
AirBorneo partners with Sabre for tech-driven launch
AirBorneo, the newly established state-owned airline of Sarawak, Malaysia, has entered into a long-term agreement with Sabre Corporation to utilise its advanced technology solutions. The partnership aims to bolster AirBorneo's network planning, revenue optimisation, and data-driven decision-making as the airline commenced operations in January 2026. Megat Ardian Wira Mohd Aminuddin, CEO of AirBorneo Holdings, stated, “By partnering with Sabre even before our first flight took off, we are ensuring that our pricing, planning, and revenue management capabilities are built on a robust, data-driven foundation.” Maneesh Jaikrishna, Vice President and General Manager of Airline IT Solutions, Asia Pacific at Sabre, likewise highlighted the importance of technology in accelerating growth and connectivity, noting that AirBorneo's approach exemplifies how strategic planning can lead to successful airline operations. On the rise With Sabre's support, AirBorneo is set to play a crucial role in maintaining vital air services across Sarawak and Sabah whilst expanding its reach beyond, contributing to the region's economic and tourism development. AirBorneo, formed through the acquisition and rebranding of MASwings, seeks to enhance regional connectivity and support long-term growth. By deploying Sabre’s Network Planning & Optimisation suite, Mosaic Revenue Optimiser, and Market Intelligence & Global Demand Data, the airline aims to automate flight schedules, optimise pricing strategies, and gain competitive insights. The airline plans to operate within a four-to-five hour flight radius, targeting regional hubs such as Singapore, Indonesia, and South Korea, with future ambitions for longer-haul destinations. This strategic move is expected to position Sarawak as a significant aviation and tourism hub, enhancing travel options for both local communities and international visitors. ```
Sabre reveals seven trends that changed the travel tech game in 2025
Global enterprise SaaS firm Sabre Corporation has released a report showcasing the seven key trends that have changed the way the global travel sector works throughout 2025. Per the report, the industry seems to be at an inflection point: abundant content and data, coupled with mounting complexity. From generative AI and conversational commerce to modern payments, 2025 has been a year of transformation aimed at tackling that complexity. Entering 2026, the industry is poised to shift from “more” to “more meaningful,” from content overload to connected retailing built on intelligence, curation, and trust. Sabre’s experts expect 2026 to bring a full-tilt lean into these emerging shifts, as AI-driven personalization, seamless automation, and comprehensive payment solutions redefine the traveler experience. Trend 1: Goodbye Static Chat, Hello Agentic Actions In 2026, Generative AI will no longer be the shiny new experiment: it’s part of everyday life and workflows, reshaping the inspiration phase of travel. Recent reports reveal that up to 80 percent of travelers are already using AI tools for travel planning while 65 percent prefer brands that use AI to personalize experiences. But, if 2025 was the year GenAI became the norm, 2026 is the year of agentic intelligence: a time when systems not only suggest and assist with travel plans, but act based on user preferences. While GenAI chatbots have shown the potential, it’s agentic AI that will eliminate friction between traveler intent and fulfillment. Possibly coming up next are agentic systems that take autonomous actions on behalf of users from booking, rebooking, or optimising trips in real time, all within governed frameworks. Sabre’s first-to-market agentic APIs and Model Context Protocol (MCP) translator will accelerate this shift, enabling agentic AI to understand the complex language of travel technology. Next year will bring endless opportunities to transform travel using agentic AI and the possibilities for automated action are endless. Trend 2: Goodbye Content Chaos, Hello Connected Retailing If 2025 had a defining theme, it was content fragmentation: the industry reached a tipping point this year, with travel sellers managing more sources than ever before from New Distribution Capability (NDC) and Low-Cost Carriers (LCCs) to direct connects and aggregators. For many, this created content chaos: too many channels, too little consistency, and rising complexity for both sellers and suppliers – and ultimately, travelers. In a Sabre-commissioned global survey, most travel agencies reported managing four or more connections, driving up costs and undermining customer experience. Yet, amid the noise, a clear need has emerged: simplification and unification as over 80 percent of agencies said they want unified content access through a single platform. In 2025, Sabre responded with SabreMosaic™ Travel Marketplace, bringing together the industry’s widest breadth of travel content in one cloud-native, AI-infused place. SabreMosaic Travel Marketplace is made up of industry leading live NDC airline content, as well as offers from over 150 LCCs, traditional airline content, two million lodging options and over 70 car and rail providers. Even more content and capabilities are coming in 2026, helping agencies turn fragmentation into seamless workflows. Trend 3: Goodbye NDC as Emerging, Hello NDC as Expected NDC used to be the buzzword of airline retailing as it was new, optional, and experimental. What was novel then is now normal, with two-thirds of airlines implementing the standard, NDC is no longer a competitive differentiator; it has become a baseline expectation for modern airline retailing. In 2026, the industry says goodbye to the idea of NDC as a standalone channel, as the era of separate workflows, bespoke servicing processes and fragmented integrations is giving way to a connected approach that Sabre has long been leading, where agencies can shop, book and service NDC offers alongside traditional and low-cost carrier content. The shift signals a broader maturity: NDC is no longer a siloed experiment, but an integrated part of the retailing ecosystem that supports richer, data-driven offers without adding operational complexity. The shift isn’t just about more airlines going live: it’s about the ecosystem finally having the capabilities that make NDC workable at scale. Agencies have been clear: for NDC to be genuinely compelling, three things must be in place: breadth of content, depth of capabilities, and the ability to run efficient, end-to-end workflows. Trend 4: Goodbye Direct-Only Detours, Welcome Back Indirect In 2026, Sabre sees a clear shift on the horizon: a return to the fold for some, a first foray for others. Carriers that once operated on the sidelines are joining or re-joining the broader travel marketplace, integrating their content and retailing capabilities where demand truly lives: in connected platforms used daily by agencies and corporate buyers worldwide. Sabre’s own data and carrier feedback reflect this momentum, as airlines that expand their marketplace participation typically see immediate share gains and improved yield from high-value segments. Alaska Air Group’s decision, for example, to restore full Hawaiian Airlines content to indirect channels and do away with Hawaiian’s global distribution system surcharge is already delivering value. Direct-connect models, once seen as “the future,” have often proved harder to scale, with higher servicing costs and fragmented customer experiences. Sabre’s expanded LCC and aggregated direct-connect content, launching in early 2026, will further simplify access to content from leading carriers. By offering unified workflows, richer retailing capabilities, and servicing parity across carrier types, Sabre is helping airlines transform distribution from an operational challenge into a strategic advantage. Trend 5: Goodbye Look-to-Book Busts, Hello Intelligent Shopping While AI-driven search activity, together with fragmented content sources, is fueling a look-to-book surge, AI also holds the solution. In 2026, we’ll say goodbye to inefficient, one-size-fits-all search models, and hello to predictive, intelligent caching that uses AI to anticipate demand, filter irrelevant results, and deliver real-time accuracy without overloading systems. At the same time, intelligent shopping technology will unify APIs, AI and cache to provide the industry and its travelers with a solution that is not only aware of applicable airline quotas and how to optimize them, but also provides AI-enhanced content validation, ensuring those cached offers that are still visible remain bookable, giving users the validation they need. The result? Faster responses, lower costs, and a new era of predictive travel retailing. Pricing and offer construction are undergoing similar transformation. SabreMosaic™ Continuous Revenue Optimizer (CRO) is one example of how airlines are breaking free of rigid fare classes and embracing continuous, classless pricing that adapts to real-time demand. Also, Sabre’s broader offer optimization family of solutions, including Ancillary IQ, Upgrade IQ, and the upcoming Bundle IQ launching in 2026, brings AI-powered insight to every element of the offer. Together, these capabilities move the industry to intelligent offer management – where the right traveler gets the right offer at exactly the right time, validated, priced, and ready to book. Trend 6: Goodbye Back-Office Payments, Hello Embedded Payment Intelligence In 2026, payments step out of the back office and into the retail engine, not as a cost to contain, but as intelligence to compound. The winners won’t just process transactions; they’ll orchestrate them, turning every authorization into a decision about margin, risk, cash flow, and trust. Offer and order-based retailing has collapsed the distance between what a traveler sees and how a merchant gets paid. Checkout is now, essentially, an extension of the offer itself. If the offer adapts to a traveler’s context, the payment must adapt with it. Anything less introduces friction, higher fees, or lost bookings. In this new world, payment choice becomes part of the shopping experience, and payment insight becomes part of retail strategy. In 2026, travel providers will embrace payments as an integral product, and Sabre is rapidly accelerating that evolution through Sabre Payments, a unified fintech hub processing more than $20B in transactions annually. It streamlines travel payments processes for buyers and suppliers while offering value-add financial services. Trend 7: Goodbye Locked-In Legacy, Hello Open, Modular Future Airlines are no longer locked into monolithic systems or all-or-nothing upgrades; instead, they’re embracing componentized, best-of-breed retailing architecture that allows them to modernize at their own pace, piece by piece, without being dependent on any single platform or vendor. This shift to openness is driven by the need to give airlines better control over how they create, price, distribute, and fulfill modern offers, including the ability to blend third-party content, dynamic products, and ancillary services into unified, service-ready orders, all optimised for a world where customer expectations and competitive dynamics change by the minute. In this new era, modularity becomes the backbone of Offer and Order transformation. Airlines are increasingly adopting an architecture that mirrors IATA’s emerging reference frameworks, where product catalog, offer management, order management, delivery, payment, and settlement are interoperable building blocks, not locked components. 2025 delivered a major proof point for this impending shift: during IATA’s Modularity Proof-of-Concept programme which involved multi-vendor collaboration to demonstrate how different components can work together for an end-to-end experience, Sabre demonstrated true interoperability in action. It showcased the ability to search, sell, and fulfill a hybrid air-and-hotel bundle, including dynamic seat pricing, with full payment and settlement flow via ONE order. This proof of concept was built collaboratively with leading ecosystem partners, including Google, Hyatt Hotels, Lufthansa Systems, and CellPoint Digital, illustrating exactly how airlines can assemble best-of-breed components across the entire retailing lifecycle. Together, these shifts mean airlines are no longer defined by systems they may have chosen decades ago, but by the ecosystems they choose to build now.
Volaris partners with SabreMosaic Travel Marketplace adding more than 220 low-cost routes
Volaris, Mexico’s ultra-low-cost airline, and Sabre Corporation a leading software and technology provider that powers the global travel industry, announced a new multi year agreement that will make the airline’s content available to users through SabreMosaic™ Travel Marketplace. The partnership marks a strategic expansion for Volaris, including its debut in the global distribution system (GDS) channel, and strengthens SabreMosaic Travel Marketplace’s position as a leading source of low-cost carrier content for travel agencies worldwide. Currently, Volaris operates more than 220 routes across Mexico, the United States, Central America, and South America. The airline has built one of the most extensive networks in the Americas, with low-cost routes focused on affordable fares and high-frequency service. By joining SabreMosaic Travel Marketplace, Volaris will expand its reach to Sabre’s broad network of corporate and leisure travel agencies across North America and beyond. “This alliance enables us to expand our network of over 220 routes across Mexico, the United States, Central and South America, and offer our competitive fares to travel agencies around the world that do not yet work with Volaris. Above all, it strengthens our strategy to better serve the business travel segment, integrating more efficiently with their systems while preserving the efficiency and flexibility that characterise us,” added Jorge García, Director of Distribution, Market Development and Cargo at Volaris. The addition of Volaris content to SabreMosaic Travel Marketplace will provide agencies with seamless access to one of the fastest-growing airlines in the region, joining existing traditional, NDC, and low-cost carrier content. “Volaris’ decision to join SabreMosaic Travel Marketplace brings one of the fastest-growing low cost carriers in the Americas to a platform that unites the broadest range of multi-source travel content within a cloud-native environment. This agreement enhances the choice and value we deliver to agencies worldwide and underscores SabreMosaic’s role in connecting airlines with new revenue opportunities and travellers with more affordable and flexible options,” said Chris Wilding, Senior Vice President of Airline Distribution at Sabre. This partnership reinforces SabreMosaic Travel Marketplace’s position as one of the largest travel marketplaces globally. By combining the airline’s competitive fares and extensive reach with Sabre’s global network of agencies, the agreement creates new opportunities for agencies to offer travellers more options and flexibility, while supporting its continued growth across Mexico, the United States, Central America, and South America. With fully integrated low-cost carrier content from more than 150 airlines, SabreMosaic Travel Marketplace enables agencies to work more efficiently — searching, comparing, and booking low-cost options in one place through familiar workflows in Sabre Red 360, Sabre Red Launchpad, and API channels — ultimately driving smarter retailing and greater revenue opportunities for airlines.
All Nippon Airways’ NDC content is now on SabreMosaic
Global travel technology firm Sabre Corporation and Japan’s All Nippon Airways jointly announced the global launch of the latter's New Distribution Capability (NDC) content through SabreMosaic Travel Marketplace today, 30th October. Through this collaboration, All Nippon Airways is now the first carrier in Japan to activate NDC content on Sabre's platform. According to ANA executive vice-president of customer experience Keiji Omae: “ANA is dedicated to enhancing the overall customer experience, including the purchasing journey. Our partnership with Sabre enables ANA’s NDC initiative to deliver greater reach and more diverse distribution channels to meet customer needs. We are delighted to offer broader choices and more enriching experiences through SabreMosaic Travel Marketplace ” Sabre’s senior vice-president for airline distribution Chris Wilding likewise enthused: “We’re thrilled to activate NDC content distribution for All Nippon Airways. This achievement represents both Sabre and All Nippon Airways’ commitment to creating new value for the travel industry by innovating how air travel is retailed. NDC is a key pillar of our strategy to provide the content, capabilities and expertise airlines need to create and distribute their offers consistently across channels, and to help agencies access multiple types of content efficiently, at scale.” Sabre makes the difference Sabre continues to lead the industry on NDC, with All Nippon Airways joining the industry’s leading NDC portfolio on SabreMosaic Travel Marketplace, alongside traditional content, more than 150 low-cost carriers, two million lodging options, and leading rail and car providers. The launch further strengthens the two companies’ decades-long relationship, with ANA already distributing its traditional content through Sabre, as well as using its Network Planning and Optimisation technology. Sabre-connected agencies in more than 40 countries around the world can now shop, book, and service the Skytrax five-star airline’s NDC offers within a single cloud-native workflow that can scale with business needs.
Sabre signs new distribution agreement with Bhutan Airlines
Global travel tech company Sabre Corporation recently signed a new distribution agreement with Bhutan’s Tashi Air Pvt Ltd to bring Bhutan Airlines into the SabreMosaic Travel Marketplace. The deal will enable Bhutan Airlines to distribute its content to Sabre-connected travel agencies around the world, strengthening its visibility and access to key markets. Founded in 2011, Bhutan Airlines holds the distinction of being Bhutan's first privately owned airline. The carrier currently serves key destinations across India, Thailand, and Nepal, with ambitious plans to expand its network to additional countries in Southeast Asia. This partnership is expected to provide greater travel flexibility for both Bhutanese residents and international tourists, further connecting the Kingdom to the region. The way forward Bhutan sits between China and India in the Eastern Himalayas, and is now a growing destination for inbound tourism and outbound travel. That said, Bhutan Airlines plays a vital role in connecting the landlocked country with important regional hubs, and its debut on SabreMosaic will enable it to reach more markets easily. Airline CEO Pema N Nadik enthused: “We’re excited to open up access to our fares and offers through Sabre’s global network of travel agencies. Being part of Sabre’s marketplace will help us to broaden our market presence and serve more regional and international travelers. As Bhutan’s first private airline, we’re proud to take this next step in expanding our reach and enhancing connectivity for our passengers.” For his part, Sabre Travel Solutions’ vice-president for agency sales and airline distribution Brett Thorstad remarked: “Airlines of all sizes join Sabre’s global travel marketplace to effectively enhance their footprint across their target markets. Bhutan Airlines’ participation adds to our growing, multi-source content ecosystem, ensuring our travel agency partners have access to more diverse content and helping travelers discover more choice and flexibility around the world.”
Sabre’s latest white paper predicts significant changes in the way travel gets discovered online
Travel tech developer Sabre’s new white paper Chat As the New Influencer: From Conversations to Clicks is already causing a stir in the industry, thanks to its predictions regarding significant changes in the way travel is discovered, personalised, and booked. The paper argues that conversational commerce driven by agentic AI is not just a new channel, but a new paradigm, poised to redefine the traveler journey. When this happens, it will unlock unprecedented growth across the industry, akin to how commerce via social media revolutionized other retail industries over the past decade. At the same time, the paper calls on travel brands, retailers, and suppliers to act now: embrace conversational interfaces, rethink merchandising, and build for trust. As traveller expectations evolve, the winners will be those who meet them inside the conversation with speed, relevance, and confidence. A looming paradigm shift Unlike online shopping for something with low complexity, shopping for travel isn’t just about choosing a destination; it’s about syncing flights, hotels, ground transport, and availability across multiple travelers, all shaped by where you live, where you’re going and how you’ll get there. While social media has undeniably influenced travel decisions over the last several years, the complex travel industry has never been able to fully harness the look-to-shop commerce pipeline, until now. According to Sabre’s chief marketing officer Jen Catto: “Conversational commerce is more than ‘just’ a tech trend for the travel industry; it’s a generational leap. It will collapse the distance between desire and delivery, turning complexity into conversion and transforming every traveler into their own influencer. Talk is no longer cheap: it’s AI-powered and driving revenue.” What Sabre foresees for travel retail The white paper outlines a compelling vision for the future of travel retailing: Social commerce inspires travel purchases. Conversational commerce will convert. While social platforms spark wanderlust, they fall short on trust and infrastructure. Agentic AI closes the gap, turning intent into action in seconds. AI is expanding the market. Over half of travelers using agentic AI discover options they wouldn’t have found otherwise, signaling true demand creation, not just share shift. The storefront is changing, and agentic AI is the new UI. Travel won’t just be sold on websites and apps. It will be co-created in chat windows, voice assistants, and AI agents. Trust will be the new currency. As AI adoption accelerates, transparency, governance, and data integrity will separate leaders from laggards. With this shift, it’s finally the travel industry’s turn to lead the next digital revolution. Sabre is driving this transformation to a new frontier. How Sabre stands to change the game Through its SabreMosaic platform, Sabre is deploying enterprise-grade AI built on Google’s Vertex AI and Gemini solutions, powered by Sabre’s industry-leading curated travel data cloud. Its Sabre IQ AI Layer personalizes interactions at scale, while its IQ Assurance Layer ensures outputs are explainable, secure, and compliant. Sabre’s chief product and technology officer Garry Wiseman declared: “Sabre isn’t just responding to change, we’re setting the pace. We’re building the platforms to turn conversations into commerce, and commerce into loyalty. This is travel retailing reimagined from static search to dynamic, personalised dialogue.”
Sabre launches First AI-Native, Classless Revenue Engine for Airlines
Representative Image Sabre Corporation announced the launch of SabreMosaic™ Continuous Revenue Optimiser (CRO), an industry-first AI-driven modular solution that enables airlines to move beyond traditional fare classes and deliver continuous pricing recommendations for each shopping request. Built in partnership with Riyadh Air, CRO expands on the momentum of SabreMosaic, the modular, AI-native platform introduced last year that has already delivered more than 16 new products for over 10 airline customers, generating tens of millions of dollars in estimated incremental revenue to its airline users. The new solution combines Sabre’s proprietary data and algorithms with Sabre’s AI capabilities to continuously determine the optimal price for every seat per customer segment. By analysing real-time demand, booking patterns and competitive market conditions, CRO enables airlines to present each passenger with the most relevant and competitive fare for their journey. This helps travellers find offers that best match their preferences, while allowing airlines to adjust pricing—sometimes downward—to absorb additional demand and thereby increase total revenue. In doing so, airlines can achieve up to a 3.5 per cent uplift in overall revenue without adding capacity. CRO is powered by Sabre IQ, Sabre’s systemic AI layer combining proprietary algorithms with the scale of its Travel Data Cloud. With over 50 petabytes of aggregated, anonymised travel intelligence, this foundation gives Sabre the richest base of travel industry knowledge anywhere. Sabre’s data and AI infrastructure enables smarter pricing, retailing and servicing at scale. CRO exemplifies how Sabre applies this capability to deliver measurable airline results today. “The next paradigm shift in revenue optimisation is here,” said Mike Reyes, Senior Vice President, Product Management at Sabre. “We are thrilled to be making this technical leap forward with Riyadh Air, a like-minded partner who has gone on the journey with us to reimagine what the future of revenue optimisation can look like.” Reyes explains, “Continuous Revenue Optimiser applies the science of real-time pricing to airline retailing in a way that helps airlines meet customer and business objectives while moving to a fully modern offer and order-based environment. What excites me most about our approach is that we’ve used Sabre IQ to help the next generation of airline analysts embrace this new technology more easily than ever before, helping our airlines deliver faster, measurable revenue gains.” Through this partnership with Sabre, and as the industry’s first airline to employ this revolutionary solution, Riyadh Air is fine-tuning its pricing science to maximise revenue opportunities while navigating a hybrid environment where most partners still operate with fare rules. “We have a bold vision to reimagine the entire traveller experience,” said Shihaj Kutty, VP Pricing and Revenue Management at Riyadh Air. “With a digitally-savvy population to serve, we knew we needed cutting-edge technology to understand our customers in new ways, so that we could present relevant and optimised offers at the time of search and shop. Sabre’s legacy of expertise in this area, paired with their innovative approach to solving this problem, gave us confidence that Sabre was the right partner. When evaluating technology to meet this need, what set CRO apart was its approach to segment-based continuous pricing, allowing us to balance commercial performance with traveller value – all while supporting the long-term growth of our business,” said Kutty. The introduction of CRO comes at a time when airlines are under increasing pressure to optimise every seat sold. A study from MIT1found that airlines implementing segmented continuous pricing—especially classless models— can achieve revenue gains of 3 to 6 per cent in realistic competitive scenarios. By enabling continuous, classless pricing, CRO addresses a long‑standing limitation of legacy revenue management systems and positions airlines to compete more effectively in markets where demand patterns shift rapidly. CRO was previewed during Sabre’s keynote session at the recent T2RL Engage conference, where executives from Riyadh Air joined Sabre leaders on stage to share their firsthand experiences. Their joint presence underscored the industry momentum behind classless revenue management and the accelerating adoption of next generation offer and order capabilities. Following the announcement at T2RL Engage, CRO is available for any airline to purchase as a standalone module, or in conjunction with the SabreMosaic platform.
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TDM Global Summit Singapore – 2025
November 24, 2025 | 8:30 AM to 6:00 PM SGT | InterContinental® Singapore , 80 Middle Road, Singapore 188966 DOWNLOAD