Sabre and IAG expand partnership, names new MD for South Asia

Sabre Logo has entered into a multi-year distribution agreement with International Airlines Group (IAG) that will expand their existing partnership and further promote modern travel retailing practices.

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 British Airways, Iberia, Aer Lingus and Vueling – including Additional Price Points and ancillaries – through the Sabre travel marketplace globally. This enhanced content will provide travel agencies with a wider range of options to compare and shop for, while travellers will benefit from an improved experience with more choice and transparency. Sabre and IAG’s 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 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 travellers. 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.

Colm Lacy, British Airways’ Chief Commercial Officer, said: “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.”

Sabre appoints Samual Machado as MD for South Asia, India
Sabre announced it has appointed Samual Machado as managing director to oversee Sabre’s agency business across India and South Asia. With a wealth of technology experience and a proven record of success across the travel ecosystem, Sam is uniquely positioned to drive exceptional customer experiences and insightful innovation in this dynamic region.

Samual Machado

Machado is returning to Sabre, having previously joined Sabre Hospitality Solutions in 2011 as head of account management in India, progressing through varied roles before moving to Singapore to drive sales for the Asia Pacific region. He began his career in the travel and hospitality industry with renowned brands such as Jet Airways and Starwood Hotels & Resorts, now part of Marriott International. Most recently, Machado, who holds a master’s in management studies and a degree in mechanical engineering, was Senior Vice President, Business Development, Travel & Hospitality (APAC), at Teleperformance, a global digital business services company.

“We’re delighted that Sam is re-joining our Sabre family,” said Brett Thorstad, Vice President of Sabre Travel Solutions, Agency Sales, Asia Pacific. “India is one of the world’s fastest-growing travel markets and customers are relying on Sabre to drive innovation and shape the future of travel.  Sam brings a technology-centric approach with rich expertise in sales, account management and customer experience, both in India and internationally.  We’re paving the way for accelerated growth across India and South Asia, and Sam’s strategic vision and relentless focus on customer success and innovative technology solutions will differentiate Sabre in the marketplace.”

“I’m honoured and excited to be returning to India and South Asia, a region where I began my journey with Sabre back in 2011 and have forged lifelong friendships,” said Machado. “India’s travel sector is dynamic and rapidly growing, and I look forward to driving further growth and development for Sabre across this important region. I’m excited to be working with the talented Sabre team and our travel partners to drive digital transformation, enhance customer experiences, and unlock new opportunities for growth in India and the wider South Asia marketplace.”

Machado will be based in Mumbai. He and his team will be focusing on supporting both online and brick and mortar agency customers, reinforcing Sabre’s commitment to its customer-centric and industry leading technology-driven approach.


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