Sabre supports 40% of the world’s leading hotel brands: Frank Trampert

The transformative power of AI, and generative AI in particular, cannot be overstated. These technologies are unlocking new opportunities for hoteliers to optimise revenue, enhance guest experiences, and drive greater operational efficiencies.

In an interview with TDM, Frank Trampert, Senior Vice President, Global Managing Director of Community Sales, Sabre Hospitality shares more…

Travel Daily Media (TDM): What kind of reach does Sabre have in Asia and APAC? What is your growth and distribution strategy for the region? Which brands/independent hotels are you connected with? What are your targets for 2025? 

Frank Trampert (FT): Having spent many years immersed in the APAC market, first in the hotel industry, and now at Sabre, I hold this dynamic part of the world close to my heart, both personally and professionally. We support over 40% of the world’s leading hotel brands, and our presence in APAC, particularly in markets such as India, Australia, Singapore, and Japan is even more extensive. There really is no part of the region that is untouched by our hospitality solutions.

Our growth strategy is firmly focused on driving innovation for our hotel partners to enable them to optimise operational efficiency and deliver exceptional guest experiences. Our portfolio connects with a diverse range of hotel brands, including independent properties, boutique chains, and global leaders like Wyndham and Hyatt. This year, we renewed our long-standing agreement with Wyndham, the world’s largest hotel franchisor. For nearly two decades, Sabre Hospitality has served as Wyndham’s exclusive provider of the SynXis Central Reservations System (CRS), which continues to power operations across thousands of properties. Meanwhile, our implementation to become the primary CRS for Hyatt remains on track for completion – an ambitious migration effort that reflects our commitment to executional excellence for our customers.

While you’ll understand that I can’t disclose specific business targets, I can confidently tell you that, following a strong performance in 2024, our goals for the future are both ambitious and grounded in our proven ability to deliver impactful solutions for our partners.

TDM: How does Sabre use AI to improve revenue for hoteliers while enhancing the experience for guests? Kindly share a case study example please.   

FT: This is an incredibly exciting area of innovation for both Sabre and our hotel partners. The transformative power of AI, and generative AI in particular, cannot be overstated. These technologies are unlocking new opportunities for hoteliers to optimise revenue, enhance guest experiences, and drive greater operational efficiencies.

Take our merchandising solution SynXis Retailing as a prime example. This uses predictive analytics and machine learning to enable hoteliers to curate tailored guest experiences, such as off-property excursions, products, and much more. By identifying and retailing the best services and experiences for different customer segments, hoteliers can deliver highly personalised recommendations. This can boost revenue and conversion rates, empowering guests to choose and purchase what they truly value, whether it is an exclusive tour or on-site service.

A great example of this is Lux South Ari Atoll, a luxury resort in the Maldives that leveraged the power of bundling through SynXis Retailing to create highly customisable all-inclusive packages tailored to their guests’ preferences. These packages combined unique experiences such as romantic getaways, adventure excursions, and curated dining options, transforming stays into immersive and unforgettable journeys. This approach not only enhanced guest satisfaction but is already driving enhanced ancillary revenue in 2024, showcasing the power of personalisation and retailing as a strategy for sustainable revenue growth.

TDM: How do you see the hospitality technology landscape changing in Asia and APAC? What upcoming trends do you see for hotel technology solutions in 2025?  

FT: The future of hospitality in APAC will be defined by a retail-driven approach, powered by AI, focused on personalisation, and deeply committed to sustainability. The ability to embrace these trends through advanced technology will enable hoteliers to stay competitive, attract environmentally conscious travellers, and provide memorable, tailored experiences that resonate with today’s modern guest.

As we enter 2025, the focus will increasingly shift to hoteliers embracing a retail-centric approach, treating every guest interaction as an opportunity to sell value-added experiences beyond just the room. This shift will enable hotels to offer a more holistic experience that meets the unique needs and preferences of each guest. With personalisation as the new standard, hotel brands are expected to deliver experiences that rival those of non-travel brands. Sabre’s SynXis Retailing is an essential part of this transformation, bringing the full power of retailing to the hospitality industry. It enables hoteliers to increase total revenue by retailing tailored services and experiences throughout the guest journey.

The growing integration of artificial intelligence will play a crucial role in providing deeper personalisation, offering recommendations based on past behavior, real-time interactions, and predictive analytics. By harnessing the power of these technologies, hoteliers can improve guest engagement and deliver more seamless, dynamic experiences. As generative AI continues to evolve, it will enable even more personalised and scalable solutions for hotels, whether through automated content creation, dynamic pricing, or enhanced customer service capabilities—demonstrated by our newly launched Concierge.AI.

Sustainability will also continue to be a significant focus, driven both by consumer demand and regulatory pressures. Travellers are increasingly seeking eco-friendly options, and hoteliers will need to provide information and choices that align with these preferences.

TDM: What was your experience at ITB Asia 2024, Singapore? Were your expectations met at the event? How did your business meetings go and for which hospitality/tourism product did you receive maximum queries?   

FT: Being back at ITB Asia was an incredible experience, buzzing with energy and enthusiasm across the bustling trade show booths and packed hallways. The strong interest in the hospitality sector was palpable. The real highlight for me was reconnecting face-to-face with clients, prospects, and colleagues.

I had the privilege of participating in engaging, insightful discussions, including a lively panel with Ascott, and a fireside chat featuring Amy Read, our VP of Innovation at Sabre Hospitality, alongside Sean Seah, Senior VP of Strategy, Technology & Innovation at Langham Hospitality Group. Our discussion focused on the transformative potential of artificial intelligence and how it can be harnessed to lead and succeed in today’s hospitality landscape.

It was exciting to speak with so many hoteliers who were eager to discuss evolving their retailing strategies beyond traditional room sales to unlock new revenue streams while enhancing guest experiences. We had some very meaningful conversations around how technology can empower hoteliers to offer tailored services and experiences that really resonate with modern travellers, and how they can streamline operations from one platform. We shared insights on our upcoming AI initiatives, highlighting how generative AI will drive operational efficiencies in daily tasks, while machine learning enables hyper-personalised guest experiences. With the festive season approaching, many hotels are showing keen interest in our Gift Cards & Vouchers solution and how it can integrate into their retailing strategies to capture that valuable last-minute revenue boost.

TDM: What has the year 2024 been like for Sabre globally? Which region have you had the maximum growth, and which new markets have you expanded to? Which new tech products are in the pipeline for 2025? 

FT: 2024 has been a solid year of growth and innovation for Sabre as a whole, and it’s been a fantastic year for Sabre Hospitality globally. This was overall driven by higher customer deployments, continued growth in CRS transactions, and a favorable mix within our customer base.

As a global technology company, Sabre’s reach extends to every corner of the world. The APAC region continues to be a focal point, and we’ve seen important growth here. Recent notable customer wins include LOTTE Hotels & Resorts in South Korea, who migrated to Sabre’s SynXis CRS as well as several key brands in Japan, and Sri Lankan-headquartered Cinnamon Hotels & Resorts.

Looking ahead to 2025, we’re focused on how AI-driven technology and data insights can support our customers’ growth strategies. One of the key solutions in our pipeline is SynXis Booking Engine Concierge.AI, a generative AI conversational tool that will personalise guest experiences by offering tailored recommendations and creating customised itineraries. Additionally, after a successful pilot, we expect to roll out our email automation tool, which uses AI to read, understand, and respond to customer emails, enhancing operational efficiency for our hotel partners and increasing guest satisfaction.

We’re also concentrating on advanced analytics; ensuring our customers have the tools and information they need to make data-driven decisions and enhance performance. There’s much more to come as we continue to innovate and push the boundaries of what’s possible in the hospitality tech space.

TDM: What is the most challenging and what is the best part of your job profile? What advice would you give to someone who wants to follow in your footsteps? 

FT: We’re committed to solving the most complex challenges in travel, so I’d say the challenge for Sabre Hospitality is also what makes it so exciting to work here. It’s about making sure our hotel partners can navigate the rapid pace of change with advanced technologies and an understanding of market dynamics to meet guest expectations. It’s a fast-paced environment that requires constant innovation, and it’s thrilling to be part of a team that embraces this challenge every day.

The best part of my role is the opportunity, alongside our talented team, to make a tangible impact on our customers’ success and, by extension, to enhance the experiences of travellers around the world. Leading transformative projects, such as implementing advanced retailing solutions, gives me a front-row seat to how technology can unlock new possibilities for hoteliers. It’s incredibly rewarding to see the real-world impact of our work on both the business side and in the guest experience.

Equally inspiring is collaborating with a diverse team of passionate innovators across the globe. Working alongside colleagues who are as committed to the evolution of hospitality as I am, is motivating and fulfilling, and a reminder of how much we can achieve when we come together as a team alongside our hotel partners, with a shared vision.

For anyone passionate about innovation, customer experience, and making a difference, the hospitality technology industry is an exciting place to be. If you’re looking to make an impact, I’d say dream big, work hard, and always stay connected to the purpose behind what you do – creating business growth for hoteliers and delivering exceptional experiences for travellers worldwide.