Sabre moves into merchandising

Sabre has introduced another merchandising first through its Distribution Merchandising Suite, allowing airlines to differentiate and sell premium airline seats in an economy class aircraft cabin. This announcement follows on the heels of the launch of Sabre Branded Fares just last week. Sabre is the first global distribution system to integrate these merchandising capabilities into the standard travel agency desktop, making it easier for travel agents to use this premium coach seat capability within their standard workflow.

US-based Midwest Airlines is the launch customer for Sabre’s new merchandising capability, in conjunction with the addition of the airline’s Signature seating - its two-by-two seating option with exceptional legroom - on its MD-80 aircraft. As part of Midwest’s continuing roll-out of its long-term strategic plan, the airline’s all-economy class cabin will feature both Signature and Saver seating, beginning this fall with flights on the MD-80 aircraft and continuing next year on its Boeing 717 fleet.

Sabre’s new merchandising capability is part of its Distribution Merchandising Suite, which is powered by the SabreSonic Passenger Solutions. The new premium seat selection capability will initially be offered via Midwest Airlines’ website and airport kiosks during the traveller check-in process. In the coming months, customers will have the ability to select premium seats as they make their flight reservations. Travellers will be able take advantage of the new service whether they book directly with Midwest Airlines or use a Sabre Connected travel agent.

This new merchandising capability was developed by the joint airline team from Sabre Airline Solutions and Sabre Travel Network. This new solution exemplifies the expansive capability Sabre has for airlines to address current marketplace conditions, made possible by Sabre’s ongoing significant investments in its technology. The Sabre Distribution Merchandising Suite specifically helps airlines address the need to change how they sell their products and services to meet their marketing and selling strategies through all channels of distribution. 

“Sabre continues to work with airlines around the globe to provide them adaptable solutions for a constantly evolving marketplace,” said Greg Webb, Sabre’s chief marketing officer. “Midwest Airlines has long been recognized for offering premium services to travellers and both Midwest and Sabre are excited about this collaboration to help them achieve their goals.”


According to Scott Dickson, senior vice president and chief marketing officer of Midwest Airlines, the new technology enables the airline’s valued customers to make personal choices based on seating preference and cost. “Sabre has been innovative and creative in its development of solutions that support Midwest’s initiatives to provide the flexibility our customers want.”

“We have enjoyed a long-term partnership with Sabre,” explained Alex Yarmulnik, chief information officer for Midwest Airlines. “They understand what airlines need to be competitive. They have proven, reliable technology with solid integration capabilities, which provide Midwest with operational efficiencies and cost savings.”

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