The last decade has been nothing but a roller coaster ride for the airline industry. The pandemic has transformed it forever and now it needs to reevaluate its digital transformation priorities on how to manage traveler expectations. Taking it a step further, travelers buying behavior is changing farther as now they will want to book tickets while chatting with an AI interface. The transformation was already underway. In 2020, Google Cloud and Sabre announced a partnership to modernize Sabre. Recently, American Airlines announced their modern rebooking app launched in partnership with IBM. Lufthansa announced industry's first continuous pricing tailored to suit individual customer attributes.