Leading global aviation software and technology firm Sabre has expanded its partnership with IAG, holding company of British Airways and its subsidiaries, to offer new products such as NDC.

Sabre Corporation, a leading software and technology provider to the global travel industry, has entered into a multi-year distribution agreement with International Airlines Group (IAG), the holding company that owns British Airways, Iberia, Aer Lingus and Vueling, that will expand their existing partnership and further promote modern travel retailing practices.

In a press statement, Sabre says that the agreement will allow Sabre-connected travel buyers and agencies to sell traditional EDIFACT content as well as having competitive access to NDC offers from IAG carriers, including ‘Additional Price Points’ and ancillaries, through the Sabre travel marketplace globally. 

The statement adds that this enhanced content will provide travel agencies with a wider range of options to compare and shop for, while travelers will benefit from an improved experience with more choice and transparency. The technology company says that it and IAG member airlines are working closely together and will communicate as NDC content is rolled out to Sabre-connected travel agencies on a carrier-by-carrier basis.

The company says that agreement between Sabre and IAG underscores the industry’s shift towards modern travel retailing, where airlines can differentiate their offerings and provide more personalised experiences to travelers. Both Sabre and IAG are committed to advancing the NDC standard as a key component in the industry’s evolution towards modern airline retailing enabled by offers and orders, it adds.

“We are on a journey to A Better BA and we continue to invest across the business as part of that commitment. Not only are we improving the experience of those customers who fly with us, but also the way we work with our valued travel agent and travel buyer partners. We understand how valuable retailing is to them, and IAG’s partnership with Sabre allows us to make a wide range of attractable offers available even further across the globe,” says Colm Lacy, Chief Commercial Officer, British Airways.

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

“We are very excited about what’s ahead. 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. It is fantastic to work with a strong, forward-thinking partner like IAG that is just as committed as we are to driving the industry forwards,” says Roshan Mendis, Chief Commercial Officer, Sabre Travel Solutions.