From Planning to Booking, Sabre is Building the Future of Travel with Google Cloud AI

Sabre Corporation, partnering with Google Cloud since 2020, is transforming travel through its Sabre Travel AI™ platform.

Leveraging Google’s AI and machine learning, Sabre enhances trip planning with personalized recommendations via tools like Air Price IQ and Lodging AI, optimizing flight and hotel bookings.

This alliance leverages Google Cloud’s scalable infrastructure, advanced AI models like Gemini, and data analytics tools (such as Looker) alongside Sabre’s deep domain expertise in travel distribution systems. The result is Sabre Travel AI™, a cloud-native platform that integrates ML models into Sabre’s products to deliver faster, smarter, and more personalized travel experiences.

By 2025, this partnership has expanded to include generative AI (GenAI) prototypes and tools that address key pain points in the travel lifecycle, from initial trip ideation to final booking confirmation. In the feature video Santiago Larrazabal, Director of Technology Partnerships at Sabre, walks through and explains the details of this transformation.

Planning: Intelligent Search and Personalization

At the planning stage, travelers and agencies face an overwhelming array of options—flights, hotels, and itineraries. Sabre Travel AI uses Google Cloud’s ML capabilities to analyze real-time data, predict behaviors, and generate tailored recommendations, moving beyond static searches to proactive, context-aware suggestions.

• Air Travel Optimization: Sabre’s shopping engine, powered by Google Cloud, processes millions of itineraries per second with low-latency AI. It evaluates flight combinations, availability, and dynamic pricing rules to suggest optimal routes. For airlines, tools like Air Price IQ forecast demand using real-time signals (e.g., booking trends), improving revenue by up to 3% through precise pricing predictions.
• Lodging and Multi-Modal Recommendations: Lodging AI, integrated into Sabre’s Content Services for Lodging, employs ML models to rank properties based on traveler preferences, conversion likelihood, and revenue potential—boosting bookings by serving the “most likely to be booked” options first. This extends to holistic planning via SabreMosaic Travel Marketplace, which aggregates airfares (including NDC and low-cost carriers), hotels, and ancillaries into a unified view, enhanced by AI-driven insights for seamless multi-leg trip assembly.
• GenAI Prototypes for Inspiration: Emerging tools like the SynXis Booking Engine Concierge.AI use Google Gemini to provide personalized guest recommendations during planning, such as suggesting eco-friendly hotels or bundled experiences based on past behavior. This transforms planning from a manual task into an intuitive, conversational process, with AI analyzing vast datasets to uncover trends like rising interest in sustainable travel.

As Santiago explains from 1m:15s they have utilized Agent Builder, Vertex AI and the latest Gemini models, Google Maps and the SabreMosaic APIs, to develop an AI Powered Travel Concierge that airlines can offer to their customers.

Booking: Streamlined Execution and Conversion

Once preferences are set, the focus shifts to efficient booking. Sabre’s AI minimizes drop-offs by automating workflows, validating options, and optimizing for conversions, all while maintaining human oversight for complex needs.

• Dynamic Retailing and Pricing: Building on foundational ML for dynamic availability, Sabre Travel AI enables “third-generation” solutions that predict and adjust prices in real-time. For instance, it integrates with airline reservation systems to process updates (e.g., seat selections or special requests) at thousands per second, ensuring accurate, low-latency bookings.
• Agency Efficiency Tools: Sabre Red Launchpad, a modern booking solution co-developed with Google, uses GenAI to parse emails and extract traveler requests automatically—identifying patterns, routing tasks by skill, and pre-populating booking forms. Piloted with travel management companies, this tool cuts manual processing time, with plans for broader rollout in 2025. It builds a repository of use cases for ongoing improvements, enhancing reliability by flagging proposals for consultant review.
• Hospitality and Ancillary Focus: Hoteliers benefit from AI that optimizes distribution, with ML transforming guest experiences (e.g., upselling via personalized offers) and increasing revenue by up to 6.8x. Tools like Google Looker provide intuitive reporting to spot booking trends, simplifying decisions during peak seasons.

Overall, these capabilities are deployed modularly, allowing iterative updates without overhauling systems— a key enabler from the Google partnership.

The Broader Impact: Building a Scalable Future

Sabre’s integration of Google Cloud AI isn’t just about individual tools; it’s a full-stack transformation.

By migrating core systems (e.g., reservation databases) to Google Cloud, Sabre achieves elasticity for high-volume events like holiday rushes, while fostering innovation through joint hackathons and cross-functional teams. As of 2025, prototypes like AI email parsing and Concierge.AI signal a shift toward GenAI-driven “conversational booking,” where travelers interact via natural language for end-to-end orchestration.

This partnership positions Sabre to power $570 billion in North American bookings by 2027, emphasizing ethical AI with human-in-the-loop safeguards. Ultimately, it creates a more resilient, traveler-centric ecosystem—where planning feels intuitive, booking is effortless, and the industry scales sustainably.