In a highly anticipated virtual event, Google and Sabre showcased groundbreaking AI and generative AI technologies designed to redefine the future of travel. Four years into their strategic partnership, these industry powerhouses unveiled a series of cutting-edge product prototypes aimed at transforming the travel experience, from booking flights to creating personalized itineraries. The session brought together leaders from both companies to share insights, trends, and innovations poised to take the industry by storm.

Key Speakers:

• Carrie Tharp, VP of Global Solutions & Industries, Google Cloud
• Garry Wiseman, Chief Product & Technology Officer, Sabre
• Sundar Narasimham, SVP, Labs Technology & Platform, Sabre
• Amy Read, VP of Innovation, Sabre Hospitality

This collaboration marks a critical juncture for the travel industry, as AI is increasingly seen as the key to unlocking hyper-personalized travel experiences, improving efficiency, and driving business growth. The event provided a deep dive into how AI transforms the industry, with new products set to hit the market in 2024.

Why AI is the Future of Travel

Sundar Narasimham, Senior Vice President of Sabre Labs, kicked off the session and emphasized the growing importance of AI-driven technological transformation. According to Sundar, the global potential for AI to increase business revenues could surpass $28 billion. Moreover, 74% of travel organizations are rethinking their strategies to integrate AI technologies into their operations.

“The competition between industry leaders who adopt AI and those who don’t is intensifying,” Sundar remarked. “Corporate boards are recognizing this shift, and we’re seeing significant investments in AI from companies across the globe.”

Sundar outlined how modern travellers demand seamless, personalized experiences similar to those they encounter in retail and other industries. This demand is fueling innovation, and AI technology is at the heart of this transformation, particularly for travel companies like Sabre.

Sabre’s partnership with Google, initiated in 2020, was rooted in a shared commitment to leverage AI and data for enhanced travel experiences. “We knew that by combining Sabre’s deep travel expertise with Google Cloud’s technological capabilities, we could drive innovation and deliver personalized, AI-powered solutions to travelers,” Sundar explained.

A Deep Dive into Sabre’s Digital Transformation

The strategic partnership with Google has enabled Sabre to move quickly in its digital transformation efforts. Sabre Travel AI, one of the critical products of this collaboration, has already begun revolutionizing how airlines and travel agents deliver services. The AI-driven platform powers offerings like Sabre’s new Offer and Order platform for airlines and SabreMosaic, a retail intelligence tool.

Additionally, Sabre is utilizing generative AI (GenAI) to enhance customer care, streamline operations, and boost innovation speed. By migrating to Google Cloud, Sabre has already transitioned over 400,000 CPUs, 50 petabytes of data, and 99% of its compute capacity to the cloud, enabling faster development cycles and more agile product launches.

“Thanks to Google, we’re not only delivering products for the external marketplace but also creating internal solutions to improve our own productivity as a software company,” Sundar added. “We’re accelerating at a pace that’s setting us apart from our competitors.”

Garry Wiseman, Sabre’s Chief Product & Technology Officer, further emphasized the benefits of AI for both internal operations and customer-facing applications. “Our agencies and travel suppliers are seeing both cost savings and productivity gains from AI internally. Externally, AI improves the customer experience, from marketing to sales and service.”

Wiseman highlighted Sabre’s use of Google’s Vertex AI platform to power Sabre Mosaic, which helps airlines optimize pricing and product merchandising. “By delivering the best prices and enhancing product offerings, we’re not only growing revenue but also boosting customer satisfaction,” he noted.

Google’s Role in Sabre’s Innovation Journey

Carrie Tharp, VP of Global Solutions at Google Cloud, described Sabre as one of Google’s most pivotal innovation partners. “Our partnership has enabled Sabre to bring new products to market faster, starting with the transition to Google Cloud,” she said. “This has allowed Sabre to focus its resources on developing cutting-edge AI use cases, which is where the industry is headed.”

The collaborative spirit between Google and Sabre is evident, with both companies working hand-in-hand to deliver products that push the boundaries of what’s possible in the travel space. According to Wiseman, Google has become an extension of Sabre’s team: “It’s a true partnership, and that’s what allows us to innovate at such a fast pace.”

New AI-Powered Product Prototypes Unveiled

During the event, Google and Sabre revealed several AI-powered product prototypes being tested or slated for launch in 2024. These innovations are designed to simplify the travel process and provide personalized, high-quality experiences for travellers:

1. SynXis Booking Engine Concierge.AI: A generative AI conversational tool for hoteliers that personalizes guest experiences through tailored recommendations and itineraries.
2. Travel Email IQ: An automation tool that reads and interprets customer emails, connects to Sabre’s vast travel content, and crafts personalized, ready-to-book recommendations in seconds.
3. Schedule Exchange: A predictive AI tool that forecasts the likelihood of flight cancellations and helps travel agents offer alternative solutions to travellers.

Sundar Narasimham noted that these prototypes demonstrate how AI has the potential to enhance every stage of the travel journey, from planning to booking and beyond. “AI can make every moment of a traveler’s experience better, from inspiration to creating lasting memories.”

AI Brings Personalization Full Circle

The panellists also discussed how AI and generative AI enable more profound levels of personalization in travel, a trend reshaping the industry. Garry Wiseman explained that AI is “removing the friction” in planning, booking, and executing travel, making it easier for travellers to navigate the increasingly complex landscape of options.

According to Tharp, this level of personalization has brought the industry full circle since the days when travellers would call a dedicated travel agent to guide them through every step of their journey. “We’re using AI to bring back that high level of service and personalization consumers crave,” she said.

Narasimham added that AI’s ability to combine numerical data with language intelligence creates personalization opportunities that have never been seen before in the travel industry. By streamlining and synthesizing vast data, AI can deliver highly tailored consumer recommendations, from flights to hotels to experiences.

What the Future Holds for AI in Travel

Panellists predicted that AI would continue to transform the travel industry in unprecedented ways. Garry Wiseman emphasized that Sabre’s modular, component-based approach to AI product development will be vital to making these solutions more accessible to customers. “One great example is our Air Price IQ product, part of Sabre Mosaic. We can deploy this on customer websites in a matter of weeks, and we’ve already seen up to a 3% increase in airfare revenue,” he revealed.

The consensus among the panellists was clear: AI will become an industry standard, and companies that fail to adopt these technologies will be left behind. As Amy Read, Sabre’s VP of Innovation, said, “Generative AI is our future. We’re investing heavily to ensure we’re at the forefront of this transformation.”

Tharp echoed this sentiment, noting that AI will reshape the travel experience in the next decade. “From booking to exploring, AI will be embedded in every step of the journey. The future of travel is smarter, faster, and more personalized, and AI is what will get us there.”

The Road Ahead

Google and Sabre remain at the forefront of the travel industry’s digital transformation as AI evolves. Their partnership is delivering innovative, personalized solutions that redefine how travellers plan, book, and experience their journeys.

By leveraging AI, Google and Sabre are improving the travel experience and setting new standards for the industry. This collaboration is a testament to how technology, when applied effectively, can transform even the most traditional sectors. For businesses and travellers alike, the future looks bright—and AI powers it.

 

 

 

Written by: Michelle Warner

 

 

 

 

 

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