British carrier bmi regional has implemented technology from Sabre Corporation that will enable its branded fares to be sold by travel agencies using Sabre. 

The new technology is integrated into the Sabre Red retailing platform and equips Sabre travel agency subscribers to personalise the travel experience for customers.

Sabre’s technology addresses a common airline goal to generate more revenue through merchandising, while also meeting a growing expectation from consumers for more personalised products and services.

Through the Sabre Red platform, travel agents can now choose fares based on what is most important to the traveller – such as purchasing a classic fare or having the greatest degree of flexibility. 

Travel agents can drive upsell opportunities based on enhanced visibility to specific brand offerings.

“bmi regional provides an important regional service to those that travel within the UK and beyond, and has a strong growth strategy in this area”, said Harald Eisenaecher, senior vice president EMEA at Sabre. 

“It recognises that personalisation and greater passenger choice are key to growth and success and has developed a range of innovative fare options designed to meet the increasingly complex needs and expectations of its customers. 

“As airlines like bmi regional continue to evolve the services they offer, Sabre’s priority is to help them differentiate themselves by making their fare content easily accessible to travellers booking through a range of channels.”

Flying to a number of important destinations across the UK and Europe, bmi regional will be able to reach more than 425,000 travel agents across the world through Sabre.

“As part of our on-going growth strategy, we are continually identifying new technology that will enable us to meet the demands of travellers and agents booking our products,” said Jochen Schnadt, chief commercial officer at bmi regional. 

“In partnering with Sabre, we are able to offer just this.  Its inventive technology allows agents to simply search through our array of added extra products and book items as required, whether these are flexible tickets, extra checked baggage, lounge access or fast tracked security. 

“We are confident that this partnership will play a crucial part in our growth strategy across the UK and Europe, positioning bmi regional as a customer-focused airline, offering products and services that meet the demands of modern travellers.”

bmi regional joins a growing list of carriers that merchandise and sell their branded fares and ancillary products and services through Sabre.