Content fragmentation is contributing to higher agency costs and strained customer experiences, with 91 per cent of travel management companies now using four or more booking systems, according to new research from Sabre.

The travel technology company commissioned Qualtrics to survey close to 500 travel management companies across the Americas and APAC between April and May to assess the impact of increased content fragmentation on agency operations. Survey findings were supplemented with agency interviews.?

Nearly 90 per cent of the agencies surveyed manage four or more API integrations, while 50 per cent use seven or more booking systems and 10 per cent have 10 or more booking systems as part of their technology stack.

Additionally, 75 per cent of TMCs said the number of content connections has grown in the past three years, with the report suggesting the added ¡°tech burden¡± is putting a strain on agency resources.

More than half of the agencies surveyed said managing multiple content connections creates ¡°unwanted complexity¡±, drives up operational costs and negatively impacts both service consistency and employee retention.

¡°Integrating data seamlessly across disparate systems has become increasingly complex ¨C adding to consultants¡¯ workloads and increasing the potential for inefficiencies,¡± said Tatang Tabrani, managing director at Singapore-based TMC Global Travel.

Gonzalo Martinez Angello, COO at Argentina-based TMC Furlong Fox, added: ¡°Our clients expect a seamless experience. Fragmentation threatens that expectation ¨C it can lead to missing content, inconsistent information, and, ultimately, a loss of trust.¡±

According to the report, 80 per cent of agencies believe unified API access via a single booking system would lower costs.

The study also examined the role AI can play in solving content fragmentation woes. More than 90 per cent of agencies surveyed believe AI can enhance both productivity and customer experience, and nearly 80 per cent have already implemented an AI solution. Of these, almost 40 per cent said they¡¯ve already seen a positive impact on agent productivity.

A further 41 per cent, meanwhile, expressed concerns about AI¡¯s long-term implications for the workforce, with the report highlighting the need for ¡°responsible implementation¡±.