Over 91% of agencies operate with four or more booking systems: Sabre
A new global study commissioned by Sabre reveals that more than 91% of agencies operate with four or more booking systems, and over half are managing seven or more – a sprawl that is directly impacting productivity, profitability, and agent satisfaction. 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. As a direct response to these mounting challenges, Sabre is introducing SabreMosaic™ 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 travelers, not slow them down.'
Highlights from the survey include:
75% of agencies say the number of content connections has grown over the past three years 80%+ believe unified access through a single platform would reduce technology costs Nearly 90% manage four or more API integrations, with over half citing the tech burden as a challenge
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.
With the evolution of its distribution offering, Sabre has excelled beyond the traditional GDS to deliver a modern, cloud-native, and content-agnostic marketplace that supports Offer- and Order-based workflows, giving agencies the tools they need to thrive in a fragmented content landscape.
'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. The GDS is just one of many tiles in our multi-source content mosaic. 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.'
Core benefits of the SabreMosaic™ Travel Marketplace:
Access everything. Offer anything. Provides the industry's broadest content portfolio – currently leading with 38 NDC airlines, 150+ low-cost carriers, 2 million+ lodging options, and 70+ car and rail providers – through a single connection that reduces system complexity and operational overhead. Find travelers what they really want. AI enabled to surface relevant content faster, automate key booking and servicing workflows, and help agencies convert more efficiently across air, hotel, car, and rail. Flexibility that flies. Delivers enterprise-grade reliability through a cloud-native architecture, with modular integration and auto-scaling to support high-volume transactions and continuous availability.
With SabreMosaic Travel Marketplace, Sabre is redefining how travel agencies access, manage, and sell content in an increasingly complex environment. By unifying content, applying AI where it matters, and enabling flexible, future-ready workflows, Sabre is helping agencies shift from managing fragmentation to driving growth
Survey details: global agency survey conducted by Qualtrics in April-May 2025 (499 respondents), supplemented by insights from additional agency customer interviews
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