The travel industry is at a crossroads when it comes to digital transformation, AI adoption, personalization, and sustainability, according to Sabre Corporation, a leading global travel technology company.
Insights from a live audience poll conducted by Sabre during ITB Berlin 2025 reveal not only where the industry stands united but also where divisions persist.
Led by Scott Wilson, President of Sabre Hospitality, the session titled “Myth and Reality: Navigating Change in Travel and Technology” explored four pressing topics: distribution channels, personalization, AI adoption, and sustainability. Poll participants, including industry professionals from around the world, provided a snapshot of where the industry is headed.
Sabre Hospitality President Scott Wilson.
When asked about the role of intermediaries in travel distribution, 72% of the audience agreed that both direct and indirect distribution channels are…
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