Sabre Becomes First GDS to Offer NDC Content from Hawaiian Airlines

Rhea-AI Summary

Sabre (NASDAQ: SABR) has become the first Global Distribution System (GDS) to offer NDC content from Hawaiian Airlines. This integration allows Sabre-connected agencies and travel buyers to access Hawaiian's HA Connect™ NDC content alongside traditional ATPCO/EDIFACT content in 32 markets through the Sabre travel marketplace.

Travel agents can now shop, book, and manage Hawaiian Airlines' NDC offers through Sabre's Offer and Order APIs, Sabre Red 360, and GetThere. The partnership aims to enhance the booking experience for travelers and expand access to Hawaiian's unique offers and products. Sabre's marketplace includes content from over 400 airlines, 2M+ lodging options, and hundreds of other travel providers.

Positive

• First GDS to offer Hawaiian Airlines' NDC content
• Expanded access to Hawaiian's products and offers for Sabre-connected agencies
• Integration of NDC and traditional content in 32 markets
• Enhanced booking experience for travelers
• Potential for increased revenue through broader distribution

Negative

• None.

Insights

Travel Technology Analyst

As a Travel Technology Analyst, I find this development significant for the travel industry. Sabre's integration of Hawaiian Airlines' NDC content marks a pivotal moment in the evolution of airline distribution strategies. Here's why this matters:

• Enhanced Content Access: Travel agencies can now access both NDC and traditional ATPCO/EDIFACT content through Sabre's GDS. This dual access provides a more comprehensive view of Hawaiian Airlines' offerings, potentially leading to better-tailored travel options for consumers.
• Competitive Advantage: Sabre being the first GDS to offer Hawaiian's NDC content gives it a temporary edge in the market. This could influence other airlines and GDSs to accelerate their NDC integration efforts.
• Improved Retailing Capabilities: NDC allows for more sophisticated product differentiation and personalization. Hawaiian Airlines can now showcase its unique offerings more effectively through indirect channels, potentially increasing ancillary revenue.
• Market Expansion: The initial rollout in 32 markets, with plans for further expansion, indicates a strategic approach to NDC implementation. This phased rollout allows for testing and refinement of the system before a wider release.

While this news is positive for Sabre and Hawaiian Airlines, it's important to note that the long-term impact will depend on how quickly other airlines and GDSs catch up. The travel industry is rapidly evolving and maintaining a technological edge is important for sustained success.

Airline Industry Analyst

From an airline industry perspective, this partnership between Sabre and Hawaiian Airlines represents a significant step forward in the ongoing transformation of airline distribution. Here's my analysis of the implications:

• Distribution Strategy: By embracing NDC through a major GDS like Sabre, Hawaiian Airlines is positioning itself at the forefront of modern airline retailing. This move allows them to have greater control over how their products are presented and sold through indirect channels.
• Revenue Optimization: NDC enables more sophisticated pricing and bundling strategies. Hawaiian can now offer personalized packages and ancillaries more effectively, potentially boosting their average revenue per passenger.
• Competitive Positioning: As the first airline to offer NDC content through Sabre, Hawaiian gains a first-mover advantage in certain markets. This could be particularly valuable in competitive routes where product differentiation is key.
• Customer Experience: The enhanced content available through NDC should translate to a better booking experience for travelers. They'll have access to more detailed information about Hawaiian's offerings, leading to more informed decisions.

However, it's worth noting that the success of this initiative will largely depend on travel agent adoption and the seamless integration of NDC content into existing workflows. The phased rollout approach is prudent, allowing for adjustments based on real-world feedback. As more airlines adopt NDC, we may see a shift in the power dynamics between airlines, GDSs and travel agencies.

Travel agencies can book both NDC and traditional ATPCO/EDIFACT content through the Sabre global distribution system (GDS)

SOUTHLAKE, Texas, July 24, 2024 /PRNewswire/ -- Sabre Corporation (NASDAQ: SABR), a leading software and technology provider powering the global travel industry, and Hawaiian Airlines, Hawaii's largest and longest-serving carrier, today announced the availability of Hawaiian's NDC content in the Sabre travel marketplace, making Sabre the first GDS to offer the carrier's NDC content. 

Hawaiian's HA Connect™ NDC content in the Sabre GDS enables hundreds of thousands of Sabre-connected agencies and travel buyers to have even richer access to the carrier's broad range of products and offers. Sabre-connected agencies can now access Hawaiian's HA Connect™ and traditional ATPCO/EDIFACT content in 32 markets through the Sabre travel marketplace. Travel agents are able to shop, book, and manage Hawaiian Airlines' NDC offers through Sabre's Offer and Order APIs, agency point-of-sale solution, Sabre Red 360, and corporate booking tool, GetThere. The airline plans to activate additional markets over time.

"We are pleased to have Sabre and its partners distribute our HA Connect™ content, which broadens access to our unique offers and products and will greatly enhance the booking experience for travelers," said Brent Overbeek, Executive Vice President and Chief Revenue Officer, Hawaiian Airlines.

Sabre powers a constantly expanding marketplace of travel content. Through its network of agencies and corporations worldwide, Sabre enables airlines to market fares and offers in a highly efficient way. Sabre's marketplace includes travel content from more than 400 airlines, 2M+ lodging options, and hundreds of tour operators, rail, car rental, and cruise providers.

"By activating NDC through Sabre, travel sellers help maintain their competitive edge by maximizing access to Hawaiian Airlines' content. We are proud to partner with an airline, like Hawaiian, that is committed to advancing travel retailing with more memorable experiences for travelers," said Kathy Morgan, Vice President of Product Management, Distribution Experience, Sabre Travel Solutions.

Hawaiian will leverage NDC to enhance the passenger travel experience across its indirect channels. The airline will expand these new functionalities not only through its direct-connect channels, but with partners, like Sabre. Thousands of Sabre-connected agencies are already using NDC in more than 150 countries around the world.

About Sabre Corporation 
Sabre Corporation is a software and technology company that takes on the biggest opportunities and solves the most complex challenges in travel. The Company connects travel suppliers and buyers around the globe and across the ecosystem through innovative products and next-generation technology solutions. Sabre harnesses speed, scale and insights to build tomorrow's technology today – empowering airlines, hoteliers, agencies and other partners to retail, distribute and fulfill travel worldwide. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. For more information visit www.sabre.com. 

About Hawaiian Airlines
Now in its 95th year of continuous service, Hawaiian is Hawaiʻi's largest and longest-serving airline. Hawaiian offers approximately 150 daily flights within the Hawaiian Islands, and nonstop flights between Hawaiʻi and 16 U.S. gateway cities – more than any other airline – as well as service connecting Honolulu and American Samoa, Australia, Cook Islands, Japan, New Zealand, South Korea and Tahiti. 

Consumer surveys by Condé Nast Traveler and TripAdvisor have placed Hawaiian among the top of all domestic airlines serving Hawaiʻi. The carrier was named Hawaiʻi's best employer by Forbes in 2022 and has topped Travel + Leisure's World's Best list as the No. 1 U.S. airline for the past two years. Hawaiian has also led all U.S. carriers in on-time performance for 18 consecutive years (2004-2021) as reported by the U.S. Department of Transportation.

The airline is committed to connecting people with aloha by offering complimentary meals for all guests on transpacific routes and the convenience of no change fees on Main Cabin and Premium Cabin seats. HawaiianMiles members also enjoy flexibility with miles that never expire. As Hawai'i's hometown airline, Hawaiian encourages guests to Travel Pono and experience the islands safely and respectfully.

Hawaiian Airlines, Inc. is a subsidiary of Hawaiian Holdings, Inc. (NASDAQ: HA). Additional information is available at HawaiianAirlines.com. Follow Hawaiian's Twitter updates (@HawaiianAir), become a fan on Facebook  (Hawaiian Airlines), and follow us on Instagram (hawaiianairlines). For career postings and updates, follow Hawaiian's LinkedIn page.

For media inquiries, please visit Hawaiian Airlines' online newsroom.

SABR-F

Media Contact:

Kristin Hays
Kristin.hays@sabre.com

Heidi Castle
heidi.castle@sabre.com

Investors 
Brian Roberts
sabre.investorrelations@sabre.com

 

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SOURCE Sabre Corporation

FAQ

What is the significance of Sabre offering Hawaiian Airlines' NDC content?

Sabre (SABR) is the first GDS to offer Hawaiian Airlines' NDC content, allowing travel agencies to access a broader range of products and offers, enhancing the booking experience for travelers.

How many markets can access Hawaiian Airlines' content through Sabre?

Sabre-connected agencies can access Hawaiian Airlines' HA Connect™ and traditional ATPCO/EDIFACT content in 32 markets through the Sabre travel marketplace.

What tools can travel agents use to book Hawaiian Airlines' NDC offers through Sabre?

Travel agents can use Sabre's Offer and Order APIs, agency point-of-sale solution Sabre Red 360, and corporate booking tool GetThere to shop, book, and manage Hawaiian Airlines' NDC offers.

How many airlines does Sabre's marketplace include content from?

Sabre's marketplace includes travel content from more than 400 airlines, along with 2M+ lodging options and hundreds of tour operators, rail, car rental, and cruise providers.