Travel TechnologyAgents to benefit from comparison shopping capability on new airline storefront.

The store’s open and Sabre is stacking the shelves

Sabre says its new airline storefront will “make the complex simple”.
Sabre says its new airline storefront will “make the complex simple”. Photo Credit: Getty Images/scyther5

Sabre is launching a new airline storefront which it says will radically change the retailing experience, allowing airlines to put their best offers on ‘shelves’ from which travel agents will be able to pick and choose the best value products for their clients.

The technology company says the storefront is an industry-first capability that makes it easier to comparison-shop increasingly complex airline offers in the indirect channel.

Value, not just the lowest fare, will be found on the display ‘shelves’ where airlines will be able to differentiate their products and upsell more effectively, while travel buyers and sellers will have the capability to compare attributes side-by-side, such as ticket changes and refunds, checked baggage rules and pre-reserved seat options.

The storefront will also support a 'shop by' functionality, such as by carry on, and soon, by seat comfort.

Kathy Morgan, vice president, offer sourcing, Sabre Travel Solutions, said, “We’re making the complex simple. We’re making it easy to see what’s on the shelf and the value of that offer.”

The capability is now available in APAC via Sabre's shopping APIs, which travel retailers can use to build a bespoke storefront. It will be launched for travel agencies globally, including APAC, via Sabre Red 360 in the next few weeks.

Through an API pilot programme to test the new airline storefront capabilities, Sabre has partnered with multiple agencies including Fareportal, the travel technology company powering and

“Our customers demand choice paired with convenience and simplicity – this is not always the case with today’s airline shopping experience. Consumers want to compare products and offers quickly and efficiently, just as they do in a shop,” said Werner Kunz-Cho, CEO of Fareportal.

“That’s exactly what Sabre’s new airline storefront delivers: it allows us to group products for easy comparison, just as a supermarket arranges similar products on the same shelf.

“Ultimately, this modern retailing enables us to deliver an enhanced traveller experience that centres around offer value.”

JDS Travel News JDS Viewpoints JDS Africa/MI