Home Resources News New Sabre industry research shows travel companies are taking their next AI steps amid macroeconomic 'fog'
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September 15, 2026
The 'Compass: Navigating the Fog' report reveals that travel industry leaders are protecting and in many cases accelerating AI and modernization roadmaps, while prioritizing short-term efficiency, automation, and workforce tools.
SOUTHLAKE, Texas — September 14, 2026 — Despite persistent global economic and geopolitical uncertainty, travel companies are not standing still. New research conducted by leading travel technology company Sabre (NASDAQ: SABR) shows that many executives are using this period to refine their AI and modernization priorities: 27% are accelerating investments, and the vast majority are protecting their roadmaps or redirecting spending toward initiatives with short-term returns.
Only 17% of executives are cutting modernization spending, suggesting that the dominant reaction is not retreat, but disciplined movement through uncertainty. Sabre describes this stance as 'protection mode': maintaining current AI and modernization roadmaps while directing short-term investments toward internal efficiencies that can protect margins today. In practice, travel companies are making more deliberate decisions about where technology dollars can deliver the fastest results.
These findings are drawn from the Compass: Navigating the Fog report, a new study from Sabre that combines independent macroeconomic analysis from global financial institution Cantor Fitzgerald with proprietary survey data from travel industry executives at agencies, airlines, and hotels. Together, these data points paint a picture of an industry that has not hit a dead end, but is instead adapting: maintaining long-term modernization plans while prioritizing the investments most capable of delivering returns right now.
Crucially, this does not signal operational paralysis. It points to a more pragmatic phase of AI maturity. Facing constant cost pressures, geopolitical fragmentation, and fluctuating consumer confidence, travel companies are not pausing investments entirely. Instead, they are retooling their roadmaps, prioritizing short-term internal AI efficiencies to protect margins before moving toward longer-term strategic transformation.
“This is by no means a sign that the industry has abandoned AI as a growth lever,” said Sean Williams, Executive Vice President and Chief Operating Officer at Sabre. “It reflects something more practical. Companies are not abandoning their roadmaps; they are making more deliberate decisions about which investments can deliver value right now, while queuing up larger, enterprise-wide initiatives for the future.”
Where travel industry leaders are focusing now
Survey data shows where this pragmatism is manifesting:
- AI budgets are holding, not shrinking: Only 17% of executives are cutting AI technology spending. The rest are staying the course or moving forward: 41% are protecting their core roadmap, 27% are accelerating investments, and 15% are redirecting funds specifically toward cost-reduction and efficiency tools.
- Where the money is going: The majority are investing in business stabilization — 70% in workforce and workflow tools, 63% in cost reduction and automation, and 40% in analytics and data processing.
- Growth continues: 42% are investing in technology to support improved offers and upselling capabilities, and 17% are directing resources toward demand forecasting and pricing.
- Geopolitical instability is considered the top threat, but it hits every sector differently: three-quarters of respondents cited it as their primary concern. For airlines, this manifests in route uncertainty and the rigidity of corporate travel policies. For agencies, it shows in the unpredictability of booking windows and the fragility of consumer loyalty. For hotels, it creates pressure on group business, the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment, and international inbound demand.
- Falling confidence creates a 'two-type traveler' phenomenon, not a drop in demand: Softening consumer confidence, the second-highest concern, is changing behavior more than it is suppressing it. Affluent travelers continue to spend on premium travel and international tourism, while their more budget-conscious counterparts are choosing more modest options and spending longer searching for the right deals before making a decision. The costs of holding inventory during this longer consideration period fall on both suppliers and sellers.
- Confidence against all odds: Two-thirds (66%) of executives are confident about the next 12 months, with that figure rising to 73% among travel agencies, as demand for specialized services has held up better than expected.
From volume to value: a shift in commercial strategy
The research points to resilient operating conditions where companies are becoming more discerning about where to invest. Many are prioritizing lower-risk, quick-payback initiatives while maintaining broader modernization roadmaps. In the market as a whole, the shift is not so much toward chasing volume as it is toward increasing the value and profitability of the bookings companies are already attracting.
“The companies that will come out ahead are not the ones that waited for the fog to lift,” added Williams. “They are the ones that learned to move through it with confidence. Our goal is to help our customers navigate that path with greater certainty.”
Five ways for travel companies to protect revenue right now
To move from analysis to action, the report highlights five high-confidence, short-term steps that travel companies can apply in practice without long implementation timelines:
- Protecting margins before someone else takes them
- Preventing the decay of already-made bookings at the payment stage
- Capturing up to $3.40 per booking with just one change in payments
- Handling high volumes without increasing headcount
- Identifying market shifts before they turn into guesswork
Detailed information on each step, as well as the full survey results and Cantor Fitzgerald's macroeconomic analysis, are available in the Compass: Navigating the Fog report at sabre.com/resources/research/the-fog.
Taken together, these findings reveal an industry that is more consciously navigating uncertainty, and companies that are taking the right short-term steps now will be better positioned to enter the recovery period from a position of strength.
About the report
Navigating the Fog is part of the Sabre Compass program and combines independent macroeconomic analysis with Sabre's proprietary survey, which included more than 140 airline, agency, and hotel executives in June 2026. For more information, visit https://www.sabre.com/resources/research/the-fog/
About Sabre
Accelerating the travel agent revolution. Sabre is a technology leader with artificial intelligence at its core, powered by one of the world's largest travel data clouds. Using AI as a foundation and operating at an unprecedented scale, Sabre transforms analytical data into innovation, helping airlines, hoteliers, agencies, and other partners sell, distribute, and organize travel around the world. Built on an open, modular, cloud-based architecture, Sabre serves as the foundation for both established leaders and bold new innovators, guiding them into a new era of travel retail through intelligent, connected, and personalized capabilities.
