The Direct Connect Disconnect: Sabre Separates Fact from Fiction

Rhea-AI Summary

Sabre Corporation (NASDAQ: SABR) has released an analysis challenging four major misconceptions about direct airline connections in corporate travel. Based on a study of over 117 million annual Sabre bookings and a survey of 500 agency executives across 14 markets, the research reveals critical findings about direct connects.

The analysis debunks claims about cheaper fares, showing that SabreMosaic Travel Marketplace delivered equal or lower fares in over 90% of searches, with 41% being cheaper than direct. The study also addresses misconceptions about content richness, user experience, and scalability. The company's marketplace integrates content from 38 NDC airlines, 150+ low-cost carriers, 420+ EDIFACT carriers, and millions of other travel options.

Positive

• SabreMosaic delivered equal or lower fares in over 90% of searches compared to direct connections
• Platform integrates extensive content from 38 NDC airlines, 150+ low-cost carriers, and 420+ EDIFACT carriers
• Cloud-native marketplace provides enhanced scalability and AI-infused algorithmic intelligence
• Comprehensive analysis backed by substantial data: 117M annual bookings and 500 agency executive surveys

Negative

• 91% of agencies report juggling four or more booking systems
• 75% of agencies indicate growing system fragmentation over past three years
• Direct connects show limitations in handling high look-to-book ratios
• Airlines may throttle results in direct connections, potentially hiding available fares

Insights

Travel Technology Analyst

Sabre defends its value proposition against direct airline connections with research showing its marketplace delivers better prices and more comprehensive content.

Sabre Corporation's latest announcement represents a strategic defense of its core business model against the growing trend of direct airline connections. The company has published research directly challenging four key misconceptions about direct connects in corporate travel, positioning its SabreMosaic Travel Marketplace as the superior alternative. Their analysis of U.S. airfares found that their marketplace delivered equal or lower fares in 90% of searches compared to direct connections, with 41% being cheaper than direct options.

This defensive positioning comes at a critical time when airlines are increasingly pushing direct connection strategies to bypass global distribution systems like Sabre. By publishing data-backed research, Sabre is attempting to address investor concerns about potential disintermediation threats. The company's argument centers on scale and integration advantages—their marketplace consolidates content from 38 NDC airlines, 150+ low-cost carriers, 420+ traditional carriers, and millions of lodging options.

The timing of this announcement suggests Sabre is experiencing competitive pressure from airlines' direct connection strategies. However, it also demonstrates the company's confidence in its value proposition and ability to deliver superior results for corporate travel buyers. The research highlighting that 91% of agencies already juggle multiple booking systems reveals the fragmentation challenges that Sabre's unified platform aims to solve.

For investors, this announcement signals that Sabre is actively defending its market position with data-driven arguments rather than simply conceding ground to direct connects. The company is evolving its narrative from being just a traditional GDS to positioning itself as an AI-enhanced marketplace that actually incorporates direct connects but with added intelligence and integration benefits.

Corporate travel leaders urged to look beyond the chatter as research findings highlight four critical misconceptions about connecting directly to airlines

SOUTHLAKE, Texas, Sept. 18, 2025 /PRNewswire/ -- Sabre Corporation (NASDAQ: SABR), a leading global travel technology company, today issued a reality check on the chatter around direct airline connections in corporate travel. While some carriers make bypassing intermediaries – or "cutting out the aggregator" – sound appealing, new analysis shows those promises can be a mirage. What looks convincing on the horizon fades under closer scrutiny, leaving corporate buyers with unexpected costs, fragmented servicing, and solutions that fail to scale.

Analysis of leading US airlines – representing over 117 million annual Sabre bookings – together with a global survey of 500 agency executives across 14 markets shows a clear pattern: direct connects often promise more than they deliver. Instead of clarity, they create blind spots. Instead of guaranteed savings, they can return higher fares. And instead of smoother travel, they risk introducing inconsistencies that put duty-of-care at risk and frustrate employees on the road.

"Direct connections absolutely have a role to play – they are part of the industry's evolution as airlines pursue new retailing models," said Roshan Mendis, Chief Commercial Officer and Executive Vice President, Sabre. "But, for corporate buyers, they aren't the silver bullet they are regularly positioned as. Travel management companies (TMCs) connected to large-scale platforms like SabreMosaic™ Travel Marketplace provide what corporations truly need to offer their corporate clients the best results: a full view of content, consistent traveler experiences, scalable infrastructure and measurable value."

Sabre's latest review highlights four common misconceptions about direct airline connections in corporate travel:

Misconception #1 - Cheaper fares? Almost never
Direct connections are often promoted as the cheapest route, with some carriers suggesting their lowest fares are only available direct. In practice, airline sites and APIs are built to maximize yield for the airline – not minimize cost for buyers. Marketplaces uncover hidden value by combining NDC and EDIFACT content and constructing itineraries that include split tickets or mixed-carrier options. A Sabre analysis of U.S. airfares during June 2025* found SabreMosaic Travel Marketplace delivered equal or lower fares in over 90% of searches – with 41% of cases cheaper than direct.

Misconception #2 - More content direct? Think again
Some airlines suggest their direct NDC APIs provide richer content. In reality, those 'direct connects' use the very same NDC APIs that airlines already provide to Sabre – they aren't a fundamentally different technology. But because an airline's API only connects to that single carrier, TMCs would need to manage dozens of separate connections, each with unique technical and commercial requirements, to see the full picture. In Sabre's global survey, 91% of agencies said they juggle four or more booking systems and three-quarters report the number has grown in the past three years – a clear sign that content fragmentation is rising. That fragmentation means travelers may not see all available fares, managers lose visibility across suppliers, and programs miss opportunities to optimize spend.

Misconception #3 - A smoother experience? Not for corporates
Direct connects are often promoted as the "modern" way to access airline content, with ancillaries, bundles, and richer visuals that older systems can't always display. The reality is far more complicated than this tidy narrative. Each airline builds its direct connect differently – creating inconsistent booking and servicing experiences. For leisure travelers, that might just be an irritation; for corporates, it's a liability. Business trips involve multiple suppliers, last-minute changes, and duty-of-care requirements. If each connection behaves differently, travelers risk poor servicing, managers lose visibility, and programs face compliance gaps.

Misconception #4 - Built for the future? Not at scale
Airlines often promote direct connects as "future-ready." The reality is business travel runs at massive scale – with millions of searches, bundles, and last-minute changes that need to be processed instantly, securely, and consistently. One-off airline connections can't deliver that scale and, in some cases, airlines even throttle results when "look-to-book" ratios are too high, meaning travelers may not see every available fare. With Artificial Intelligence multiplying searches, the risk grows. Platforms built for scale, like Sabre's cloud-native marketplace, protect against these gaps – ensuring corporates see the full picture, get consistent access to new airline features, and aren't tied to a single carrier's version of the future. In fact, the SabreMosaic Travel Marketplace itself is a wide collection of direct connects, enhanced by industry-leading shopping, caching and AI-infused algorithmic intelligence that ensures buyers see the most relevant and competitive options.

Together, these four misconceptions tell a consistent story: direct airline connections may look attractive on the surface, but the evidence shows they can create complexity, raise costs, and reduce corporate control. Marketplaces provide the visibility, comparability, and scalability that managed travel truly needs.

"Ultimately, this debate is about effectiveness and consistency over complexity – building programs that save money, keep travelers satisfied, and protect people on the move. The data is clear. So is the path forward," added Roshan Mendis.

SabreMosaic Travel Marketplace unites content from 38 NDC airlines, 150+ low-cost carriers, 420+ EDIFACT carriers, 2 million+ lodging options, and 70+ car and rail providers into one platform - giving corporate buyers the breadth of offers they need with the consistency and scale they can trust.

* Results based on the analysis in June 2025 of top airlines in the US Point of Sale, representing a sample of over 117m annual Sabre bookings. Main cabin utilized as the benchmark class; Airline.com sourced from Google Flights. Margin of statistical error +/-5%. Content Fragmentation Research Methodology: Survey of 500 travel agency senior executives conducted via Qualtrics across 14 countries, fielded between April 18-April 30, 2025.

SABR-F

About Sabre Corporation 

Sabre Corporation is a leading technology company that takes on the biggest opportunities and solves the most complex challenges in travel. 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, with employees across the world, Sabre serves customers in more than 160 countries globally. For more information visit www.sabre.com. 

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sabre.investorrelations@sabre.com 

 

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SOURCE Sabre Corporation

FAQ

What are the main problems with direct airline connections according to Sabre's 2025 research?

According to Sabre's research, direct connections often result in higher fares, fragmented content, inconsistent user experiences, and scalability issues. The study found that direct connects don't always provide the cheapest fares and can create blind spots in corporate travel management.

How much cheaper are Sabre's fares compared to direct airline connections in 2025?

Sabre's analysis from June 2025 showed that SabreMosaic Travel Marketplace delivered equal or lower fares in over 90% of searches, with 41% of cases being cheaper than direct airline connections.

How many booking systems do travel agencies typically manage in 2025?

According to Sabre's global survey, 91% of agencies manage four or more booking systems, with three-quarters reporting an increase in the number of systems over the past three years.

What is the scope of Sabre's SabreMosaic Travel Marketplace in 2025?

SabreMosaic Travel Marketplace integrates content from 38 NDC airlines, 150+ low-cost carriers, 420+ EDIFACT carriers, 2 million+ lodging options, and 70+ car and rail providers into one platform.

How reliable is Sabre's 2025 research on direct airline connections?

The research is based on analysis of 117 million annual Sabre bookings from leading US airlines and a global survey of 500 agency executives across 14 markets, with a statistical margin of error of +/-5%.