Sabre has completed a modernization of its technology stack, with its technology now underscored by AI-native, cloud-based architecture.
Sabre’s new logo and orange color on an agent login page. Photo Credit: Sabre
COO Shawn Williams likened Sabre's five-year transformation to Netflix's move from mailing DVDs to its dominance in the streaming market.
"I'm proud to say that Sabre is no longer keeping pace," Williams said. "We're absolutely setting it."
The COO spoke during a virtual media roundtable on March 2. Sabre unveiled its completed Sabre Mosaic platform this week at ITB Berlin.
In addition to its tech updates, Williams said the company has been working on its balance sheet, reducing debt by 25%. When Sabre sold Hospitality Solutions for $1.1 billion last year, the company said it used net proceeds to pay down debt. At the end of 2025, Sabre had $4.1 billion in long-term debt.
He stressed that Sabre's platform is AI native, which positions the company well thanks to the large swaths of data and logic Sabre houses.
"Now we're unshackled to innovate, invent and disrupt, ready to lead the industry into what's next," he said. "Truly, the hardest work is behind us. The value-creation phase is what's ahead."
More than 70 AI-powered solutions are in production, Williams said.
Sabre has a new logo featuring a compass and orange color scheme, replacing its traditional red, said chief marketing officer Jen Catto. The company also has a new tagline, "Let's get going."
"We wanted the new voice and messaging to reflect the velocity that we feel inside the company, and that moving to the cloud has unshackled us," she said. "That is a new feeling at Sabre. That is a very different Sabre than it was just a few years ago."
Catto said travel advisors will benefit from the AI solutions that Sabre is implementing to work more efficiently and save time.
"What we're hearing, and this applies to all of our customers, is that the resource crunch hasn't been fully resolved since Covid," she said. "Giving back customers time to do those high-value tasks, like customer service or the bespoke hands-on stuff, is where we think we can help them."