Sabre Appoints Richard Adams to Lead European Business

Sabre Travel Network

today appointed Richard Adams senior vice president for Europe, the Middle East and Africa (EMEA).  Adams replaces Chris Kroeger, who will now lead the organisation’s new travel agency consortium initiative in the United States, details of which were announced today (Wednesday 22 October).

Adams joins Sabre Travel Network from GetThere, the leading provider of online corporate travel reservation systems.  Sabre Holdings said last month (September) that it planned to further align the technology and expertise of its GetThere company with its three other business units.  As part of this integration, the company plans to combine the sales, service and marketing expertise of GetThere and Sabre Travel Network to create more sales opportunities and a stronger value proposition, including the GetThere corporate booking system.

“Richard is a strong leader who will help drive our European business forward,” Kroeger said.  “I look forward to assisting him in the transition.”

“Richard’s diverse background will help our business navigate in a rapidly changing market place,” said John Stow, President of Sabre Travel Network.  “He has the right leadership skills to build on our success and drive even more value for European customers, agents and suppliers.”


Before joining GetThere a year ago (October 2002), Adams was vice president of global business development, and vice president of Europe at Dendrite International, a leading customer relationship management and sales support provider to the pharmaceutical industry.  He also held senior positions at online business information provider IMS International.  A Briton, Adams has a multinational background in product and business development, regional management and sales and marketing, and has worked in the UK, continental Europe and the United States. 

“My priority will be to find new ways in which Sabre Travel Network can simultaneously meet the demands of its diverse customer base while continuing to grow its share of the European travel market,” Adams said.  “We’re in business to support travel agents, travel providers, travel buyers and the travelling public.  It’s something we’re good at, because we listen and we innovate.  I plan to help continue this trend.”