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Published on Thursday, April 1, 2021

Sabre introduces next-gen airline storefront

Sabre announced the introduction of its new airline storefront, which it says is an industry-first capability that makes it easier to comparison-shop increasingly complex airline offers in the indirect channel.

The new airline storefront capabilities are now available via Sabre's shopping APIs, which travel retailers can leverage to build a bespoke storefront and enhance their customers' experience.

Sabre expects to launch the new capability for travel agencies via Sabre Red 360 in the coming weeks.

Powered by Sabre's shopping APIs, new airline storefront provides digital 'shelves' that organise the breadth and depth of an airline's offering in a side-by-side display to help travellers shop with confidence.

For airlines, the new airline storefront supports differentiation and more merchandising opportunities in the indirect channel, with flight search results displaying several product offerings for an individual flight.

For travel buyers, it allows for efficient comparison shopping across several flight options.

"Airlines have invested in differentiating their brand in a number of ways. While this creates greater choice for travellers, it also presents a challenge - it's easy to understand the cost, but harder to understand what the experience will be." said Wade Jones, Chief Product Officer for Sabre Travel Solutions.

"Sabre's new airline storefront not only empowers airlines to effectively market their unique product in the indirect channel, it also helps travel buyers communicate the total offer value."

Through an API pilot program to test the new airline storefront capabilities, Sabre has partnered with multiple agencies including Fareportal, the travel technology company powering and and Espressamente Viaggi, part of TravelMatic, a leading travel technology company.

"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, parent company of online travel agencies CheapOair and One Travel.

The airline storefront delivers initial shopping results that include airlines' complete product lines.

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