Sabre takes the stage at ITB Berlin as three senior leaders unveil AI-driven retailing, hyper-personalization, and next-generation travel technology Sabre Hospitality (Hall 9, Booth 208) and Sabre Travel Solutions (Hall 5.1, Booth 106) return to showcase AI-
driven retailing, multi-source content, and next-generation technology
Sabre Corporation (NASDAQ: SABR), a leading global travel technology company, is set to return to ITB Berlin 2025 to provide insights into the evolving travel landscape and showcase its latest
innovations in hospitality and travel retailing. Sabre executives will take the stage to discuss the future of travel technology, highlighting advancements in personalization, retailing, and the role of AI in delivering seamless and customized experiences for travelers.
• On the main stage, in an interactive presentation, Scott Wilson, President of Sabre Hospitality, will explore common myths and realities transforming the travel industry’s future. As technological capabilities, consumer behavior, and sustainability efforts evolve, businesses must navigate widespread assumptions about their impact. Scott will examine whether personalization truly drives loyalty, how technology is redefining the role of intermediaries, and which industry shifts are likely to have the most significant long-term effects. Incorporating audience input, he will provide insights on how travel businesses are adapting to change. (Myth and Reality: Navigating Change in Travel and Technology –
March 5 at 3:45 pm, Hall 7.1a Orange Stage).
• Amy Read, Vice President of Innovation, Sabre Hospitality, will kick off and join a panel discussion on the evolution of travel retailing. As competition intensifies across the travel and hospitality sectors, businesses are adopting new strategies to enhance customer engagement and drive revenue. The panel
will explore how AI, data-driven insights, and intelligent automation are enabling organizations to deliver seamless and personalized experiences across hotels, airlines, and travel agencies. Amy will share Sabre’s perspective on how travel companies can use technology to strengthen brand loyalty and unlock new revenue streams in an increasingly digital landscape. (Redefining Retailing: Winning and Retaining the Customer in a Digital Age – March 6 at 11:00 am, Hall 6.1 eTravel Stage)
• Madhavan Kasthuri, Head of Global Solutions Engineering, participate in a panel discussion on the future of hyper-personalization in travel. As demand grows for customized experiences, the industry faces the challenge of delivering personalization at scale. The panel will examine how AI and automation can be integrated into travel planning and retailing, from individual bookings to complex package and group travel. The panel will discuss how technology providers and travel companies can balance personalization with operational efficiency while ensuring profitability.
(Technology as a Driver of Individualized Travel Experiences – March 4 at 4 pm, Hall 7.1b Blue Stage) Technology buyers visiting this year’s event will be able to connect with Sabre at two trade fair booths, one dedicated to its travel distribution business, the other focused on hospitality IT.
In hall 9, booth 208, Sabre Hospitality will showcase SynXis Retailing, the most comprehensive cloud-based retailing solution in the market, which enables hoteliers to create and sell dynamic, personalized offers beyond the traditional room booking – including standalone products and services that are not bound to a reservation. Also, Sabre Hospitality will showcase SynXis Insights, a new data and analytics solution providing real-time business intelligence for hotels. Additional highlights include Gift Card and Voucher to drive revenue and guest engagement. Attendees will get a first look at prototypes of Sabre’s generative AI-powered tools, designed to enhance guest engagement, and a new payment solution that streamlines transactions for hospitality providers.
In hall 5.1, booth 106 Sabre Travel Solutions will showcase how Sabre’s multi-source content strategy provides agencies and travel buyers with seamless access to a broad range of content, including NDC, low-cost carriers, and traditional GDS content. The team will also demonstrate advanced capabilities for selling
and servicing multi-source content including Sabre Red Launchpad, a streamlined, simplified booking solution for new and independent travel agents that integrates seamlessly with Sabre Red 360. Other product highlights include Content Services for Lodging, which offers a unified view of hotel content from multiple
sources, making it easier to compare rates, availability, and property details; and Sabre Direct Pay, a secure and automated payment solution designed to enhance efficiency and reduce complexity in business-to-business transactions.
