Software and technology company Sabre is working on embedding AI technology into its range of products for online and offline travel agencies and raising awareness of AI benefits in the Asian marketplace through Sabre Space events.
Speaking to TTG India on the sidelines of the Sabre Space event in Delhi-NCR in India, Madhavan Kasthuri, head of global solution engineering, Sabre Travel Solutions, said the tech transformation undertaken by Sabre during the pandemic downtime had “opened up new possibilities for innovation, supported by a strong partnership with Google”.
Sabre’s vision is to create a comprehensive, AI-powered marketplace for travel agencies. The AI platform, described as a complex, multi-layered entity, will be built in stages. Initial components, ready for the next 12 months, promise significant value to customers. Over the next two to three years, and beyond, the platform will evolve, continually enhancing its offerings.
This year is a pilot year for Sabre’s AI platform, with selective implementation among its closest customers globally. These pilots will span OTAs, TMCs, and brick-and-mortar travel agencies.
“The AI platform is not a single monolithic product but a modular one, allowing agency customers to pick and choose the components that best suit their needs. This flexibility is key, as many agency customers have already invested in their own technologies. Sabre aims to complement these technologies with AI, enhancing their relevance and addressing business growth opportunities,” said Kasthuri.
Sabre’s leadership underscored AI integration’s numerous benefits to travel agencies. For instance, Sabre’s Global Shopping product, set to launch this year, uses AI to identify the best points of sale for agencies to obtain fares and products, helping them offer competitive prices to their customers.
Another significant benefit comes from improved customer communication efficiencies. TMCs can rely on AI to automate email processing, with prepare responses and options conveyed to corporate travellers.
In India, Sabre has seen growing demand for its products, but intends to get stronger buy-ins. It is working on expanding its GDS presence in the market by integrating content from Indian LCCs on its platform. While the company claims that its hospitality technology market share in India stands at an impressive 95 per cent, it holds a lower double-digit market share in the Indian GDS space.
Samual Machado, managing director, India & South Asia, Sabre Travel Solutions, said: “There are a large number of offline travel agencies in India which, despite knowing the value of a technology, are perhaps unaware about how to move towards online set up or think technology is too costly. Sabre has embarked on an extensive engagement campaign in India. This includes regular meetings with travel agencies, media engagements, and hiring top-tier talent. Our approach is to educate and support these agencies rather than just pitch for business.”
