Travel agencies face a critical dilemma: overwhelmed by fragmented systems yet wary of AI tools that could render them obsolete. Sabre, a major player in the global distribution system (GDS) for travel, is positioning itself to address this challenge, not by eliminating agents, but by augmenting their capabilities with artificial intelligence.
The Paradox of Automation in Travel
For decades, travel agents have relied on GDS platforms like Sabre to book flights, hotels, and other travel services. However, these systems are often complex, requiring significant training and manual effort. Meanwhile, the rise of AI presents both an opportunity and a threat. Agents recognize the potential of automation to streamline workflows and improve efficiency, but they also fear being replaced by intelligent algorithms.
This fear isn’t unfounded. The travel industry has already seen disruption from online travel agencies (OTAs) that automated many traditional agent tasks. However, Sabre argues that the future isn’t about humans versus machines, but about them working together.
Sabre’s Agentic AI Approach
Sabre is shifting from a legacy GDS provider to a more flexible, API-driven platform. This means opening up its data and tools to developers and partners, allowing for greater customization and integration. The company’s AI investments are aimed at creating “agentic” tools – AI agents that can handle specific tasks alongside human agents and corporate systems.
According to Kathy Morgan, Sabre’s senior vice president of product management, the company is deliberately differentiating itself in this space. “We are enabling our customers, whether they’re agencies or supplier partners or named customers,” Morgan stated in an interview with Skift. The goal is to provide solutions that enhance agent productivity, not replace them entirely.
CES Demo: A Glimpse into the Future
Sabre showcased a demo at CES, providing a tangible example of its agentic AI strategy. While details remain limited, the demo suggests a system where AI agents can handle routine tasks, such as finding the best deals or managing complex itineraries, while human agents focus on higher-value interactions, like personalized service and resolving exceptions.
This approach recognizes that travel booking is often more than just a transaction. It involves building relationships, understanding customer preferences, and providing support when things go wrong. These are areas where human agents excel, and Sabre’s strategy appears designed to keep them in the loop.
Sabre
