A wide-scale GDS study conducted across 18
countries by Dr. Fried & Partner, a leading marketing and
consulting firm, has found that Sabre consistently delivers the
lowest fares with a large selection of attractive flight options
when compared to the competition.
While Sabre has been benchmarking its low-fare
search performance for several years, this year’s study went one
step beyond by including extensive interviews with travel
professionals as well as a “best fare” assessment comparing low
fare efficacy, bookability, response time, diversity and ancillary
According to the research, Sabre surpasses its
competitors in all regions, finding the lowest fare 10% more often
than Amadeus and 7% more often Travelport, on average. In
addition, the study finds that 75% of bookable air content in
Sabre offers a branded fare or ancillary option, versus 59% in
Amadeus and 55% in Travelport.
For Australia specifically, the study has
revealed impressive data, indicating that Sabre finds the lowest
fare up to 18% more often than Amadeus and 16% more often than
Travelport, on average.
The study reveals for both leisure and business
travellers that while price continues to be important, there is
also a growing demand for a higher quality of service as
travellers want more out of their travel experience.
the traveller profile and the type of journey they are
undertaking, the study indicates that travellers are willing to
pay up to 25% more for added value.
“The concept of best fare for an individual
traveller goes beyond price and depends very much on their
specific needs, preferences, and reasons for travel,” said
Jones, President, Sabre Travel Network. “Sabre is very aware of
the increasingly sophisticated demands of today’s travellers and
we have been making significant strategic investments in our air
shopping solutions to deliver both low fares and ancillary
content. These investments will help airlines and agencies raise
conversion rates, increase customer satisfaction, and foster
While the lowest price remains top of mind
across all customer segments, the research suggests that there are
pronounced differences between leisure and business travellers.
The survey found that leisure travellers have the following considerations
when shopping for a trip:
* Flexibility when it comes to travel dates or
* Baggage included; and
* Refundability or factors like shorter travel
durations are less important.
Business travellers are also price-conscious,
but their needs are more diverse than those of leisure travellers.
Alongside price, other deciding factors include:
* Short travel duration;
* Airline brand;
* Amenities like more legroom, priority boarding
and lounge access; and
* Fares that deliver convenience and flexibility
within the confines of their corporate travel policies.
“We are seeing a shift in the market as
awareness of rich content is slowly increasing,” said Dr. Markus
Heller, co-founder, Dr. Fried & Partner. “As airlines continue to
unbundle their offers and provide a wider range of branded fares
and ancillaries, travellers appreciate individual services and
amenities more than when they were included. Our research suggests
that, as rich content gets more and more into travellers’ focus,
it will present a significant opportunity for differentiation to
Sabre’s travel marketplace plays an important
role in facilitating the marketing and sale of airfares, hotel
rooms, rental cars, rail tickets and other types of travel, to
more than 475,000 travel agents and thousands of corporations who
use it to shop, book and manage travel. It processes over $120 billion in
estimated travel spend annually.
“This changing landscape will benefit travel
agents as well as airlines,” said
Wade Jones. “Sabre is dedicated
to helping airlines merchandise and distribute their content,
including branded fares and all the air extras, through both
direct and indirect channels. We are continuously enriching our
technology to support the airlines' omnichannel strategies,
helping them increase their yield, basket size, upsell, cross-sell
and merchandise their products in an attractive, consistent
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