New Sabre Product Aims to Help Advisors Navigate Fragmented Content Landscape

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. 

That’s Sabre’s takeaway from a new global study it commissioned that revealed that more than 91% of agencies operate with four or more booking systems, and over half are managing seven or more. Advisors report that this sprawl that is directly impacting productivity, profitability, and satisfaction.

Sabre says its new SabreMosaic™ Travel Marketplace is a direct response to these mounting challenges. The company says the product 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.”

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.

Advisors are looking to artificial intelligence (AI) 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 says it has moved 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 such a fragmented world.

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

“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.”

Sabre lists the following as core benefits of the SabreMosaic Travel Marketplace:

Access everything. Offer anything. Sabre says SabreMosaic 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 travellers what they really want. AI enables SabreMosaic 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. Sabre says SabreMosaic delivers enterprise-grade reliability through a cloud-native architecture, with modular integration and auto-scaling to support high-volume transactions and continuous availability.