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SAS and Sabre Enters into A New Distribution Agreement

Scandinavia’s leading airline SAS and Sabre announced a new multi-year distribution agreement. Under the new agreement, Sabre-connected agencies can access competitive SAS content through Sabre’s marketplace, while SAS will benefit from extensive global reach.

The distribution agreement allows SAS more control of distribution costs while effectively selling products and services, including ancillaries, to hundreds of thousands of travel agents worldwide. 

Sabre’s global distribution system (GDS) presents a highly efficient way for airlines to market their fares and offers through a network of agencies and corporations across the world.

“In an increasingly fragmented industry, travellers are faced with billions of fare combinations per ticket searched, through a huge variety of sources,” said Darren Rickey, SVP Regional Sales and Account Management, Sabre.  “For the foreseeable future, the various health regulations related to COVID-19 – which may differ between destinations and airlines – will add another layer of complexity. We are very pleased that SAS recognises the value delivered by our global community of travel agents and buyers. We are looking forward to further improving travellers’ experiences while unlocking incremental value for the travel ecosystem.”

Sabre recently announced a strategic realignment of its airline and agency-focused businesses, which will further enable the company to deliver on its promise to retail, distribute and fulfil travel by serving its customers through a collective lens. It also reaffirmed its commitment to building a marketplace for personalised travel that delivers a better experience to consumers, enables travel intermediaries to provide just the right offers to their customers, and increases value for travel suppliers.

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