Global travel tech developer Sabre Corporation and online business travel firm Serko Ltd released their joint 2025 report State of AI in Corporate Travel: Unlocking Opportunities, Overcoming Challenges.
Released today, 2nd April, the study is based on a survey of over 300 North American travel managers at companies with over $50 million in revenue.
The report sheds light on how artificial intelligence (AI) and generative AI (genAI) are reshaping the business travel landscape, and where organizations are still falling short.
Serko cofounder and chief executive Darrin Grafton said: “The study’s results are clear: while AI adoption in corporate travel is high, success isn’t guaranteed. Yes, 90 percent of travel managers say they’ve implemented AI or genAI, but too many are still hitting roadblocks. Whether it’s poor implementation, a lack of internal capabilities, or limited partner support, these challenges are preventing organizations from realizing the full value of their investment. That’s exactly where technology players like Serko or Sabre have an opportunity to step up.”
Tech providers need to implement AI solutions…and fast
The study further suggests that AI has moved from experimentation to expectation, but the survey indicates that too many corporate travel programs are struggling to scale their efforts effectively.
That’s where travel technology partners must take a more proactive role to bridge the gap between potential and performance.
Sabre Labs president Sundar Narasimhan opines: “The corporate travel industry is moving quickly from exploring AI and genAI to deeply embedding it into their operations. What was once a ‘nice-to-have’ is becoming an operational necessity. Companies that fail to integrate AI-driven decision-making risk falling behind, not just in efficiency and cost savings, but in their ability to deliver the seamless, personalized experiences that travelers now expect. Our focus is on helping our customers navigate this shift with confidence, helping to ensure they have the right tools, strategies, and support to turn AI investment into meaningful traveler and business outcomes.”
Serko and Sabre agree that it is not enough to innovate for innovation’s sake.
The responsibility lies with technology providers to simplify implementation, provide smarter automation, and actively guide customers through their AI transformation journeys.
That means aligning roadmaps to real-world needs, reducing integration complexity, and helping to ensure that AI delivers not only performance improvement, but traveler-centric value.
Serko head of AI Andrew Revell said: “This is a defining moment for the industry. Our customers are asking not just for tools, but for trust, expertise, and a clear path forward. We are focused on delivering on all three.”
