Virgin Australia Signs New Sabre Agreement


Sabre Corporation has signed a new agreement to provide content, merchandising solutions and Sabre Marketplace Analytics to Virgin Australia.

Using Sabre’s data analytics technology, Virgin Australia will be able to view shopping activity made within the Sabre travel marketplace for their routes, and generate insights that drive incremental revenue and increased yield.

Additionally, Virgin will be able to market and sell airfares as well as ancillary products and optional extras such as seats with extra legroom through Sabre using industry technology standards developed by ATPCo and IATA. The electronic miscellaneous document (EMD) standard allows an agent to efficiently purchase an airline’s ancillary products on behalf of travellers in the same way they would purchase a base airfare.

The new agreement follows Virgin Australia’s recent decision to renew and expand its technology agreement with Sabre for SabreSonic Customer Sales & Service (CSS) reservations system.