Virgin Australia has entered into a strategic partnership with Sabre Corporation, designating it as the preferred technology provider for its new distribution capability (NDC) infrastructure. This collaboration will see Virgin Australia leverage Sabre’s advanced NDC IT capabilities, in conjunction with its global distribution system (GDS), to craft and disseminate innovative and tailored NDC content.
The airline will integrate Sabre’s NDC technology into its retailing efforts across both direct and indirect channels. This will empower Virgin Australia to offer real-time NDC deals to travel buyers, facilitating seamless shopping, booking and servicing of its NDC airfares and ancillary services. Supported by an extensive suite of Sabre technology, Virgin Australia aims to enhance operational efficiency, boost revenue opportunities, curate personalised offers for travellers and expand the distribution of these offerings in the global travel market.
Dave Emerson, Chief Commercial Officer at Virgin Australia, emphasised the importance of selecting the right technology partner to create customised, real-time offers and ensure their effective distribution. He stated, “Investing in our distribution and retailing capability is crucial to enable a modern airline retailing strategy that’s fit for purpose for today, tomorrow, and the longer term. We’re pleased to be partnering with Sabre as our NDC IT technology provider, so we can take a clear step forward in our retailing and distribution evolution.”
This partnership builds upon the longstanding relationship between Virgin Australia and Sabre. The airline recently adopted two solutions from Sabre’s Retail Intelligence suite and renewed its multi-year distribution agreement, with plans to incorporate NDC content. Now, the focus shifts to Virgin Australia’s future retailing and distribution strategy, with Sabre’s NDC IT capabilities at the forefront.