Sabre Exec on the Agentic Shift: ‘This Is Augmentation, Not Displacement’
Photo Credit: Kathy Morgan, senior vice president of product management at Sabre Corporation. Courtesy of Sabre
Skift Take
Sabre’s agentic AI pushes travel agencies to rethink their roles, in a move that’s drawing both interest and unease. Here’s how the company is making that case.
Travel agents are currently caught in a paradox: They’re drowning in too many systems, but fear the tools that could help them will eventually replace them.
Sabre’s recent push to bring agentic AI tools to travel strikes at the heart of these worries.
In an effort to recast itself from legacy GDS into a flexible, API-driven platform for travel data and workflows, it is putting out a different vision for the industry, where human agents, AI agents, and corporate tools operate side by side.
The company has “obviously put a stake in the ground,” Kathy Morgan, senior vice president of product management at Sabre, told Skift. “We are differentiating in this space. We are enabling our customers, whether they're agencies or supplier partners or named customers,” she said, regarding the company’s AI investments.
The most recent example from the company was an agentic travel booking demo on display at CES. According t
