70 ongoing generative AI projects to improve travel experiences
Using AI to boost airline ancillary revenue up to 10% and seat upgrade revenue up to 20%
Driving high single-digit productivity increases in customer care operations with generative AI-enabled solutions
$150M in annualized cost savings through cloud infrastructure modernization
99% of compute capacity now cloud-based, unlocking AI-powered innovations
Sabre uses Gemini models, Vertex AI Agent Builder, and semantic search technologies on Vertex AI to launch airline and travel retailing innovations.
Sabre uses Gemini models, Vertex AI Agent Builder, and semantic search technologies on Vertex AI to launch airline and travel retailing innovations.
Outdated booking systems hamper travel buyers and sellers
People, especially those of the younger generations, get inspiration from social media and other online sources, and they want a more engaging travel planning experience.
Santiago Larrazabal
Director of Technology Partnerships, Sabre
Today's travelers want exceptional experiences with personalized interactions and frictionless service. Creating these experiences for them, however, is challenging: Travel content — such as flight options, hotel details, or package deals — is scattered across many sources, and the variety of technical platforms involved creates complexity.
It takes the support of a company like Sabre, now partnering with Google Cloud to co-create AI-powered travel innovations, to make travelers' dreams come true. A global travel technology trailblazer for over six decades, today Sabre offers a unified platform that's built on one of the world's largest travel data clouds — with over 50 petabytes of anonymized data — and a systemic AI layer that makes travel commerce smarter and more personalized.
Sabre's advancements power leading travel-related mobile apps and websites, airline and hotel reservation networks, travel agent terminals, and more.
Sabre's goal is to provide great experiences for travelers and for the employees in the travel ecosystem who serve them. According to Santiago Larrazabal, Director of Technology Partnerships at Sabre, a big challenge for travel shoppers is that while the technology used to book travel has advanced, the foundational search criteria have remained static for 30 years, since the dawn of the internet. "It's the tyranny of the five boxes: origin, destination, departure, arrival, and number of travelers," says Larrazabal.
Travel sellers face additional challenges. Larrazabal cites one client whose customer care operations received tens of millions of emails a year from customers wanting to book, rebook, modify, and cancel their travel. "A customer care agent spends considerable time reading and reviewing all those emails," he says. It's time that can be spent on higher-value transactions. Sabre's goal is to help these sellers operate ever more efficiently, while capturing new revenue opportunities and delivering positive customer experiences.
Streamlining traveler journeys from inspiration to booking with AI
Millions of consumers and employees across the travel ecosystem trust and depend on Sabre to help make travel happen. To continue to deliver effectively, five years ago Sabre teamed up with Google Cloud and Google Cloud Partner Egen to pursue digital transformation and collaborate on innovations to build the future of travel.
After modernizing its IT infrastructure with Google Cloud, Sabre began building next-generation AI solutions. The company embraced Google Cloud generative AI tools, including Gemini models, Vertex AI Agent Builder, and semantic search technologies on Vertex AI.
We have 70 gen AI projects ongoing. We are working on completely transforming the way people get inspired to travel and then plan and book.
Santiago Larrazabal
Director of Technology Partnerships, Sabre
In 2024, Sabre launched SabreMosaic,™ an AI-powered platform that modernizes how travel is searched, sold, and serviced. At its core is Sabre IQ,™ an intelligence layer that enables greater operational efficiency and delivers dynamic, personalized offers based on travelers' preferences and history, using Google Cloud AI. Sabre IQ combines strong privacy controls, top-tier security, and a rigorous governance framework to help travel companies scale AI with confidence.
Underpinned by Sabre IQ, SabreMosaic™ Ancillary IQ allows airlines to dynamically optimize offers to travelers for related products they might enjoy, driving up to 10% higher ancillary revenue. SabreMosaic™ Upgrade IQ helps airline passengers bid on seat upgrades they covet while boosting upgrade revenue by up to 20%.
Travel sellers can further improve their market forecasting by up to 7% by using the Sabre Market Intelligence solution. This platform applies AI/ML to monitor real-time signals, like booking and shopping trends, rather than relying solely on historical data analysis. Sabre's clients can also tap into sustainability data and display flight carbon footprints using the Google Travel Impact Model API.
Employing a modular, open architecture, Sabre can continually evolve and extend the SabreMosaic platform, adding API-based modules that travel industry clients can select based on their needs. These new modules help airlines and travel agencies use data intelligently to create new revenue opportunities and improve passenger experiences.
Agentic AI innovation takes flight
Sabre is also developing agentic AI APIs, with the goal of offering new automated agents that can handle tasks like rebooking flights, managing hotel arrivals, and filing expense reports for corporate travelers. Sabre's latest development in this space is SabreMosaic™ Concierge IQ, an all-in-one generative AI chat solution for travelers built using Vertex AI Agent Builder, the latest Gemini models, Google Maps Platform, and SabreMosaic APIs.
The solution, adopted first by Virgin Australia, helps people plan, book, and manage trips in one seamless conversation. While traditional travel booking often forces travelers to navigate numerous tabs and apps, this agentic-ready AI uses natural language to transform complex, multi-leg planning into personalized results in seconds.
By eliminating time-consuming toggling across tools and booking cycle restarts, Sabre's easy-to-use, conversational solution bridges the gap between social media-driven inspiration and the actual booking process, offering travel buyers a more engaging and curated mobile-first experience.
Working with Egen, Sabre developed a solution to automate the testing and validation of changes to its AI agents. The validation pipeline is integrated into Sabre's existing development workflow so that what once took hours or days of manual testing now happens in minutes, dramatically accelerating iteration cycles.
Transforming business — and the travel industry — with Google Cloud
In its partnership with Google Cloud, Sabre has transformed its business and is now transforming the travel industry. Sabre decommissioned 19 data centers, moved more than 40,000 servers to the cloud, and is saving more than $150M annually. Now 99% of the company's compute capacity is in the cloud, resulting in a more resilient infrastructure.
More importantly, Sabre is now able to take full advantage of modern AI technologies. With the power of Google AI, Sabre is delivering intelligence for airlines, insights for travel agencies, agility for hoteliers — and better experiences for travelers.
Our multi-year transformation has enabled rapid innovation to address industry needs for intelligent retailing and travel content aggregation.
Santiago Larrazabal
Director of Technology Partnerships, Sabre
Sabre is a software and technology company that takes on the biggest opportunities and solves the most complex challenges in travel.
Industries: Retail, Travel and Hospitality
Location: United States
Products: Google Cloud, Gemini, Google Maps Platform, Travel Impact Model API, Vertex AI, Vertex AI Agent Builder
