Most travel agencies operate with four or more booking systems

Sabre survey reveals effect of content fragmentation

 Travel agencies are facing growing pressure from fragmented content systems that are increasing operational costs and making it harder to deliver a consistent customer experience, a new survey has shown.

The global study commissioned by Sabre reveals that more than 91% of agencies operate with four or more booking systems, and more than half are managing seven or more – a sprawl that is directly impacting productivity, profitability, and agent satisfaction.

As a direct response to these mounting challenges, Sabre is introducing SabreMosaicTM Travel Marketplace, which brings together the industry’s widest breadth of travel content in one place, with built-in AI efficiencies and flexible connectivity.

“Every industry faces fragmentation in the digital age,” said Jen Catto, Chief Marketing Officer at Sabre. “In advertising, it’s fragmented attention. In broadcasting, it’s fragmented programming. In finance, it’s fragmented data.

“Travel has never been simple, but in today’s multi-sourced content environment, fragmentation is creating new levels of complexity — and it’s starting to take a real toll.

“Agencies told us clearly: they want simplicity. They want unified access. And they want technology that helps them serve travellers, not slow them down.”

At the same time, artificial intelligence (AI) is seen as a powerful remedy, with 91% of agencies believing it can enhance both productivity and the customer experience. Yet, 41% remain concerned about AI’s long-term implications for the workforce, reinforcing the need for smart, responsible implementation.

“Travel agencies shouldn’t have to stitch together a dozen systems just to do their job,” said Garry Wiseman, Chief Product and Technology Officer at Sabre.

“SabreMosaic Travel Marketplace cuts through that complexity with a single, intelligent platform. It’s not just about more content - it’s about AI-powered tools that deliver the right content, smarter recommendations, and a streamlined way to sell. T

“We are taking the guesswork out of how to incorporate AI into agency systems. Where others talk about transformation, we’re delivering it to better service our customers, so they can better service theirs.”