Big Interview: Sabre on how is travel changing

Sarah Sheppard, senior director of global product management at Sabre, sits down to discuss how she sees the role of AI and personalisation playing out

1. How is AI is playing a role in reshaping low-cost carriers?

AI is fundamentally changing how low-cost carriers operate by enabling more sophisticated decision-making and personalization. Traditionally, these airlines focused on offering the lowest possible fares with minimal frills. However, AI-driven platforms, like Sabre’s SabreMosaic, now allow carriers to go beyond basic cost-saving models by analyzing customer data in real-time to create dynamic, personalised travel offers. These platforms can tailor bundles for individual travellers, such as offering premium seating, fast boarding, or eco-friendly options based on past behavior. This helps airlines cater to evolving consumer demands for customization without sacrificing operational efficiency.

2. You mentioned that today's travellers are prioritizing value over cost. How are airlines responding to this shift, and what role does personalization play?

The shift from price-focused decisions to value-based choices is significant. Airlines are adapting by offering more flexible services that align with traveller preferences, rather than just focusing on low fares. Personalization is key in this transition—modern travellers expect offers that are tailored to their specific needs, whether it's convenience, comfort, or sustainability. AI-powered platforms enable airlines to create customised travel experiences by using data insights to present the right services at the right time, such as in-flight Wi-Fi for business travellers or family-friendly seating arrangements for leisure travellers. Personalization not only enhances the customer experience but also opens up new revenue opportunities for airlines.

3. What are some of the challenges travel providers face in managing personalised offerings while maintaining operational efficiency?

One of the main challenges in offering personalised services is managing the complexity it brings. Tailoring individual experiences requires handling a vast amount of data, from customer preferences to real-time market trends. This can put strain on operational systems, especially when trying to ensure that the correct services—like seat selections or additional baggage options—are delivered seamlessly. To maintain efficiency, airlines need to implement AI-powered tools that can handle the increased data flow and automate many of these processes. This allows providers to offer a high level of customization without compromising the smooth operation of their core services.

4. With the rise in personalisation, how do you see AI helping airlines develop compelling value propositions?

AI is a game-changer when it comes to building compelling value propositions because it allows airlines to craft offers that are not only personalised but also responsive to market dynamics. By analyzing vast datasets, AI can help airlines anticipate what different traveller segments want and adjust their offers accordingly. This could mean offering more environmentally friendly travel options for eco-conscious customers, or bundling services like priority boarding and extra baggage for families. AI’s ability to provide real-time adjustments also helps airlines stay competitive by delivering relevant and attractive offers that resonate with customers, leading to increased satisfaction and loyalty.

5. How does the increasing focus on sustainability affect the pricing models of low-cost carriers and the overall travel industry?

Sustainability is becoming a major influence on how airlines, including low-cost carriers, approach their pricing models. As consumers become more environmentally aware, airlines are incorporating additional charges related to carbon offsets or sustainable practices. Many travellers, especially younger generations, are willing to pay a bit more for eco-friendly options. This influence reinforces the need for personalization which is a key component of the transition from price-focused decisions to value based choices, as travellers expect offers that are tailored to their specific needs, including sustainability choices. AI platforms help airlines manage these changes by providing insights into which customers are likely to choose sustainable travel options, allowing them to offer these choices without completely shifting away from their low-cost roots.