AI to modify guest journey

With challenges ranging from fragmented technology systems to shifting guest expectations lies an opportunity, reimagination of hotel retailing by turning every guest interaction into a personalised, data-driven experience powered by AI.

TT Bureau

At this year’s Arabian Travel Market (ATM) in Dubai, Sabre Hospitality is poised to lead the conversation on how technology is revolutionising the guest experience. Industry experts from Sabre Hospitality—Frank Trampert, Global Managing Director, Community Sales and Marketing, and Amy Read, Vice President of Innovation—will share their insights on how intelligent retailing and AI-driven personalisation are not only addressing common industry challenges but also unlocking new revenue streams. TRAVTALK recently interacted with Trampert and Read to know how their expertise is helping hotels navigate today’s complex landscape. Trampert explains that one of the biggest hurdles facing hotels is the fragmentation of technology. Many properties still rely on siloed systems that struggle to communicate thereby making it challenging to provide a personalised experience for each guest. “Integration is a key challenge, but it is not impossible,” he noted. According to him, modern solutions like SynXis Retailing, Sabre Hospitality’s merchandising solution, are designed with a modular and flexible architecture, allowing hotels to enhance their existing technology stack incrementally. This means that instead of undertaking a costly overhaul, the hoteliers could gradually integrate solutions—such as dynamic pricing and intelligent merchandising—that work in tandem with legacy systems to ensure a smoother, more efficient operation.

Beyond solving integration issues, Trampert passionately champions the idea of intelligent retailing—a concept where hotels evolve from selling rooms to curating a range of tailored experiences. “Guests today want more than just a bed,” he explains. “They are looking for value-added, personalised experiences, whether that is a late check-out, a bespoke wellness package, or a curated local excursion,” he adds.

Sabre’s SynXis Retailing framework empowers hoteliers to package and sell these additional services to both hotel guests and non-staying guests. By breaking down traditional revenue models, hotels can unlock entirely new streams of income, while enhancing the overall guest experience. This approach meets current market demands and positions hotels for long-term success. Read, whose journey from co-founding Techsembly to spearheading innovation at Sabre Hospitality is formidable, emphasises AI and data are revolutionising the way hotels understand and serve their guests. “AI empowers hotels to tap into massive amounts of data, analysing booking patterns, guest feedback, and even in-stay behaviours to deliver hyper-personalised guest experiences,” she shares. This capability is central to her work at Sabre, where she is spearheading AI interactions into our solutions and offerings.

SynXis Concierge.AI, the company’s first generative AI-powered tool, is designed to respond to guest inquiries in real-time, thereby reducing staff workload. “These AI tools are transforming the guest experience by providing highly personalised, interactive bookings and real-time responses to queries, whether it’s about reservations, property services, or local attractions. This keeps guests engaged on the site and empowers hoteliers to drive direct bookings and forge meaningful relationships with their guests,” Read explains.