Delta, Sabre Sign Multi-Year Distribution Deal

Delta Air Lines and Sabre have signed a new, value-based, multi-year distribution agreement that the two companies say represents an industry-first model that creates value for the entire travel ecosystem, including travel agencies and travellers.

Jeff Lobl, managing director of global distribution for Delta Air Lines, said: “Our vision is to shift the mindset of the entire ecosystem toward modern retailing, selling customers what they want, where they want it and how they want it across all channels.”

Lobl added: “We are grateful to Sabre for their innovative and pioneering spirit in taking this journey with Delta and establishing a new and exciting path forward for third-party distribution.”

The companies said that by aligning the interests of the global travel marketplace, they expect the new agreement to transform the way travel partners do business and ensures Sabre-connected travel buyers will continue to have access to Delta’s content globally while enabling Delta to continue to extend its reach with Sabre’s valuable network of global travel buyers.

Wade Jones, chief product officer of Sabre Travel Solutions, said that: “Sabre is on a journey to create a new marketplace for personalized travel. Technology innovation combined with collaborative partnerships are key to realizing our vision.”

And he pointed out that: “This new agreement is one example of that partnership philosophy, and our innovation to transform our storefront experience reinforces this by ensuring Delta and Sabre’s mutual customers can shop with confidence and see the value of the offerings available to them.”

The New Airline Storefront, developed by Sabre in collaboration with Delta, CWT and other thought-leading partners, is now fully available in Sabre Red 360 and provides digital “shelves” that better organize an airline’s offerings in a side-by-side display to enhance the traveller’s shopping experience, driving value for both sellers and buyers across the travel ecosystem.

Delta’s Lobl notes that: “Both our new GDS approach with Sabre and their transformative new storefront are two important steps forward in evolving the retail shopping experience for travelers while creating value for all stakeholders across the ecosystem.”

And he added: “By focusing on value, travelers will benefit from greater choice and visibility to all product offerings while corporations will benefit from their travelers being more comfortable in their preferred booking channel and within their travel policies.”


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