Over 90% of Travel Managers in Survey Say They Use AI

Research from Serko and Sabre shows ‘roadblocks’ continue to hamper adoption

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April 4, 2025

Over 90% of respondents to a survey of 300 US-based travel managers at companies with over $50 million in revenue reported using AI or generative AI (which creates original content). The survey, called 2025 State of AI in Corporate Travel: Unlocking Opportunities, was conducted by Serko, a corporate travel technology company; and Sabre.

Darrin Grafton, CEO of Serko, said that while 90% of respondents say they’ve implemented AI, “too many are still hitting roadblocks.” Whether it’s poor implementation, a lack of internal capabilities or limited partner support, he said, “these challenges are preventing organizations from realizing the full value of their investment.” That’s exactly where technology players like Serko and Sabre, said Grafton, “have an opportunity to step up.”

Among the findings:

Widespread adoption: Over 90% of respondents report using AI or generative AI, primarily for cost savings (71%), enhancing the traveler experience (68%) and improving data analysis (63%).
Positive ROI: More than half (52%) say AI has exceeded expectations; 45% say it’s meeting them. Use cases include booking optimization (73%), pricing and cost savings (70%) and chatbot-based traveler support (64%).
Transformational potential: Nearly half of travel managers believe AI will have a “significant” or “transformative” impact on their programs over the next five years.
Support shortcomings: While some respondents feel supported, 49% say support from travel partners is only “moderate,” and 11% say they’ve received little or no help. Tech provider support shows similar results.
Biggest roadblocks: Implementation hurdles (46%), lack of internal talent (19%) and budget constraints (14%) are slowing progress.

The study suggests AI has moved from experimentation to expectation but also 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, according to the report.

Sundar Narasimhan, president of Sabre Labs, said, “What was once a ‘nice-to-have’ is becoming an operational necessity.” Companies that fail to integrate AI-driven decision-making risk falling behind, he said, not just in efficiency and cost savings, “but in their ability to deliver the seamless, personalized experiences that travelers now expect.”

Andrew Revell, Serko’s head of AI, said, “This is a defining moment for the industry.” He added: “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.”