Southlake, Texas – September 18, 2026 -- Travel companies are accelerating rather than retreating from AI investment despite persistent economic and geopolitical uncertainty, according to new research from Sabre Corporation (NASDAQ: SABR). Just 17% of executives surveyed are curbing modernization spend, while 27% are accelerating AI investment and 41% are protecting their existing technology roadmaps.
Sabre's Compass report blends survey data with Cantor Fitzgerald macro analysis
The findings come from "Compass: Navigating the Fog," a Sabre report combining independent macroeconomic analysis from Cantor Fitzgerald with a proprietary survey of more than 140 airline, agency and hotel executives conducted in June 2026. Sabre characterizes the industry posture as "protection mode": long-term AI roadmaps remain intact while near-term spending shifts toward initiatives with faster returns.
Workforce tools and automation absorb the bulk of near-term technology budgets
Among surveyed executives, 70% are investing in workforce tools and workflows, 63% in cost reduction and automation, and 40% in data insights and analytics. A further 15% are specifically redirecting spend toward efficiency tools. Growth-oriented investment persists alongside defensive moves: 42% are funding technology for enhanced offers and upsell opportunities, and 17% are investing in demand forecasting and pricing.
Geopolitical instability ranks as the top threat across airlines, agencies and hotels
Three-quarters of respondents named geopolitical instability their leading concern, though its impact varies by sector. Airlines report route uncertainty and tightening corporate travel policies; agencies cite unpredictable booking lead times and weaker consumer commitment; hotels face pressure on group business, MICE segments and international inbound demand.
Weakening consumer confidence splits travelers into two distinct spending groups
Sabre's data show softening consumer confidence -- the second-ranked concern -- is altering booking behavior rather than suppressing overall demand. Asset-holding travelers continue spending on premium and international trips, while value-conscious travelers opt for modest itineraries and extend their shopping windows, raising inventory-holding costs for suppliers and sellers.
Two-thirds of executives remain confident about the next 12 months
Sixty-six percent of surveyed executives expressed confidence in near-term business conditions, rising to 73% among travel agencies, where demand for specialized services has outperformed expectations.
"This is not a sign that the industry has given up on AI as a growth lever," said Shawn Williams, Executive Vice President and Chief Operating Officer at Sabre. "Companies aren't abandoning their roadmaps; they're making sharper decisions about which investments can deliver value right now, sequencing the larger, enterprise-wide initiatives to follow."
Report identifies a payment change capable of adding $3.40 per booking
The report outlines five near-term revenue actions requiring no lengthy implementation timelines, including securing margin before checkout abandonment, handling higher booking volume without added headcount, and a specific payment adjustment Sabre estimates could add up to $3.40 per booking.