The Future of Travel Retailing: 7 Trends to Watch as 2025 Ends and 2026 Begins

Published on December 8, 2025

As the festive season draws closer, consumers around the world are filling their shopping carts with gifts, gadgets, and goodies. But in the travel industry, it’s not about toys and electronics; it’s all about offers, ancillaries, and airfares. The retail rush in the travel sector is shifting gears, and the journey into 2026 promises a transformative experience for both consumers and businesses. From generative AI and conversational commerce to advanced payment solutions, the stage is set for a new era of travel retailing that moves from “more” to “more meaningful.”

2025 has been a year of growth and disruption, with advancements in technology and operational systems driving transformation. As we look ahead, industry leaders such as Sabre predict that 2026 will usher in an era of intelligent, connected retailing. This shift will be built on intelligence, curation, and trust, making travel experiences not just more personalized but more seamless. Let’s explore seven key trends we’ll be bidding farewell to in 2025 and the new wave of innovations we’ll embrace in 2026.

1. Goodbye Static Chat, Hello Agentic Actions

In 2025, generative AI was a major game-changer for the travel industry, helping consumers plan their trips with ease. However, in 2026, AI is set to evolve from a passive assistant to an agentic intelligence that not only offers recommendations but takes action on behalf of the user.

Where chatbots once simply provided suggestions, agentic AI systems will proactively manage travel arrangements, from booking flights to optimizing itineraries in real-time. For example, in the event of flight delays, an AI-powered system might secure a rebooking while the traveler is unaware, or it could make last-minute adjustments to accommodation preferences. Sabre’s first-to-market agentic APIs and Model Context Protocol (MCP) translator will help power this transition, creating automated, real-time solutions that take away the friction between traveler intent and fulfillment.

As 2026 unfolds, the industry will witness a leap forward in AI technology. Agentic AI will help augment human expertise, orchestrating tasks across multiple systems to offer a more personalized and efficient experience. For consumers, this means a simplified travel journey: just ask for what you need, and AI delivers it seamlessly, without the need for multiple tabs and fragmented tools.

2. Goodbye Content Chaos, Hello Connected Retailing

Content fragmentation has been a hallmark of the travel industry in recent years. With new distribution channels such as New Distribution Capability (NDC) and low-cost carriers (LCCs) entering the mix, travel sellers have struggled to manage a sea of fragmented content. This complexity has led to inefficiency and inconsistency, frustrating both sellers and consumers.

In 2026, however, we will see a shift toward unified content access through platforms like SabreMosaic™ Travel Marketplace. This platform is set to bring together live NDC airline content, lodging options, and car and rail providers into a single, cloud-native, AI-infused space. By eliminating fragmentation, agencies can offer travelers a seamless shopping experience that integrates content from all corners of the travel ecosystem. Expect to see more platforms uniting travel content in 2026, streamlining workflows and improving customer experience.

3. Goodbye NDC as Emerging, Hello NDC as Expected

New Distribution Capability (NDC) has been a buzzword in the airline industry for several years. Initially viewed as a novel concept, NDC is now becoming a baseline expectation for modern airline retailing. By 2026, NDC will no longer be a standalone channel, but rather an integrated part of the overall travel retail ecosystem.

Sabre has already made strides in integrating NDC into its platform, enabling travel agencies to shop, book, and service NDC offers alongside traditional airline content. This shift will enable airlines to present richer, more personalized offers without adding operational complexity. As NDC matures, the industry will focus less on adoption and more on optimization, ensuring smoother, more efficient processes for both agencies and travelers.

4. Goodbye Direct-Only Detours, Welcome Back Indirect

For years, low-cost and hybrid carriers have experimented with alternative distribution models, focusing on direct sales to cut costs. However, in 2026, there will be a return to indirect channels, as airlines realize that visibility, scale, and value are crucial in today’s interconnected travel market. Airlines that once operated outside the indirect marketplace will begin rejoining, enhancing their reach and customer engagement.

This return to indirect channels will enable carriers to tap into new audiences and optimize their revenue streams. Sabre’s expansion of LCC and aggregated direct-connect content will simplify access to these airlines, creating unified workflows that support better retailing capabilities and customer experiences.

5. Goodbye Look-to-Book Busts, Hello Intelligent Shopping

One of the most frustrating experiences in travel retailing is the “look-to-book” bust, where a great offer disappears just as you’re about to book. This has been a challenge due to strict airline-imposed look-to-book (LTB) limits, which are meant to maintain system stability but often result in missed opportunities for both travelers and agencies.

In 2026, intelligent shopping will provide a solution to this problem. AI-powered predictive caching technology will allow airlines and travel agencies to deliver real-time availability with accuracy, avoiding the pitfalls of overloaded systems. By anticipating demand and optimizing searches, intelligent shopping will ensure that travelers get the offers they want, when they want them, without the frustration of disappearing options.

6. Goodbye Back-Office Payments, Hello Embedded Payment Intelligence

For years, payments in the travel industry have been treated as an invisible, behind-the-scenes operation. However, in 2026, payments will no longer be an afterthought. Instead, they will become an integral part of the retail experience, adding intelligence to every transaction.

Embedded payment intelligence will transform the way payments are processed, turning them into a driver of trust and transparency. No longer a cost center, payments will play a pivotal role in improving the overall customer experience. Platforms like Sabre Payments, which process billions of dollars in transactions annually, will enable seamless payment integration across all stages of the travel journey.

7. Goodbye Locked-In Legacy, Hello Open, Modular Future

Legacy systems have long held airlines back, locking them into rigid, monolithic technology stacks that dictate how they price, sell, and service travel. In 2026, this era will come to an end as airlines move toward a more open, modular future. This new approach will allow airlines to modernize at their own pace, choosing best-of-breed solutions that integrate seamlessly with other platforms.

The shift to open, modular systems will empower airlines to create more dynamic, personalized offers and adapt quickly to changing market conditions. Sabre’s collaboration with major industry players, including Google and Hyatt Hotels, is a testament to the growing importance of interoperability in the travel ecosystem. By embracing modularity, airlines will be able to innovate more freely and offer customers the best possible experience.

Looking Ahead to 2026: The Future of Travel Retailing

As we step into 2026, the travel industry is poised for a significant transformation. The days of fragmented content, inefficient processes, and siloed systems are coming to an end. Instead, we’ll see a more connected, intelligent, and seamless travel ecosystem, powered by AI, predictive technology, and integrated platforms. For consumers, this means faster, more personalized travel experiences that are easier to book, manage, and enjoy.

As Sabre and other leaders in the industry continue to innovate, the future of travel retailing looks bright. The shift from “more” to “more meaningful” will create an entirely new travel landscape – one where intelligence, curation, and trust form the foundation of every journey. Here’s to the exciting future that awaits in 2026!