Virgin Australia group of airlines has revealed it will transition to ticketed operations by introducing the new SabreSonic Customer Sales and Service (CSS) system; a next generation reservations system. This decision is a key step in its Game Change Program strategy of becoming the airline of choice in Australia.

The Sabre platform will deliver a complete end-to-end business solution for guest reservations and ticketed operations. It will incorporate sales distribution and merchandising; guest recognition; electronic ticketing; e-commerce; inventory and revenue management; check-in and departure control - all in a single integrated platform.

Virgin Australia group of airlines Chief Financial Officer Sankar Narayan said: “This next step is critical in realising our strategic vision of becoming one integrated airline and providing a seamless travel experience for guests across our global airline network.”

“The Sabre system will enhance our performance capabilities across our business, enable us to support integrated ticketing with our Alliance partners and provide an elevated level of recognition for our customers. Importantly, it will support the excellent work our team members already do in providing our guests with a first-rate travel experience.”

“Our Program Team will form a strong collaborative partnership with Sabre to ensure the quality of the integrated solution incorporating our people, business processes and technology. These aspects will be our focus to ensure the best possible outcome for our airline and our guests,” Mr Narayan said.

Sabre Airline Solutions President Hugh Jones said: “Virgin Australia is one of the fastest growing carriers in the Australasian market with a reputation for providing innovative service and value to its guests. We’re excited about being selected as their technology partner as they look to expand and become the number one airline in Australia. Our teams are ready and committed to delivering a flexible, next-generation reservations system that will strengthen their business capabilities for delivering seamless travel experiences for their guests.”

The Virgin Australia group of airlines expects to have migrated to Sabre by March 2013.