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Sabre and IAG expand partnership in January 2024

Sabre Corporation has recently announced a multi-year distribution agreement with International Airlines Group (IAG). This agreement marks a significant expansion of their existing partnership, emphasizing the promotion of modern travel retailing practices. The collaboration will enable Sabre-connected travel buyers and agencies to access both traditional EDIFACT content and competitive New Distribution Capability (NDC) offers from IAG’s airlines, including British Airways, Iberia, Aer Lingus, and Vueling.

The enhanced content available through the Sabre travel marketplace globally will offer travel agencies a broader range of options for comparison and shopping. This development is set to benefit travelers with an improved experience, characterized by more choices and greater transparency. Sabre and IAG are working closely to roll out NDC content to Sabre-connected travel agencies on a carrier-by-carrier basis, ensuring a smooth transition and integration.

This agreement underscores the industry’s shift towards modern travel retailing, a trend where airlines can differentiate their offerings and provide more personalized experiences to travelers. Both Sabre and IAG are dedicated to advancing the NDC standard, recognizing it as a crucial element in the industry’s evolution towards modern airline retailing enabled by offers and orders.

Colm Lacy, British Airways’ Chief Commercial Officer, commented on the partnership, “We are on a journey to A Better BA and continue to invest across the business as part of that commitment. This partnership with Sabre allows us to make a wide range of attractive offers available even further across the globe, improving the experience for our customers and the way we work with our travel agent and travel buyer partners.”

The agreement is a significant milestone in IAG’s strategy to embrace digital retailing practices and offer more opportunities for customers to access NDC content. Sabre’s partnership with IAG demonstrates its continued commitment to driving value and serving the diverse interests of the global travel ecosystem.

Roshan Mendis, Chief Commercial Officer at Sabre Travel Solutions, expressed excitement about the future. “The travel industry is entering a new era of personalized retailing that will bring better experiences for travelers and new revenue opportunities for airlines and travel agencies. Working with a strong, forward-thinking partner like IAG, who is just as committed as we are to driving the industry forward, is fantastic.”

This partnership between Sabre Corporation and International Airlines Group is a clear indication of the evolving landscape of the travel industry. It highlights the growing importance of modern retailing practices in enhancing customer experiences and creating new revenue streams for airlines and travel agencies. As the industry continues to adapt and innovate, partnerships like this will play a pivotal role in shaping the future of travel.

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