Sabre appoints Todd Arthur to lead EMEA Agency Solutions

Targets multi-source content integration

Sabre has appointed Todd Arthur as Managing Director, EMEA Agency Solutions, tasking him with steering distribution strategy across Europe, the Middle East and Africa. The roadmap prioritises integrating multi‑source content - including NDC - into the tools agencies and corporates already use daily, avoiding country‑by‑country projects and keeping governance tight across programmes.

“EMEA is a mosaic of markets with very different regulatory frameworks, content policies and traveller expectations. That complexity is exactly why we’re focused on unifying multi‑source retailing and making it practical inside the tools agencies and corporates already use,” Arthur said.

Execution is being driven by local teams and production‑grade integrations. In January, four leading travel‑tech providers - including Lleego (Spain), Vibe Systems (UK), TPConnects (UAE) and Ypsilon.net (Germany) - connected to the SabreMosaic Travel Marketplace, enabling access to NDC content from 42 airlines within existing workflows. On the corporate side, Israel‑based Atriis, which serves TMCs and enterprises, has brought British Airways, Iberia and Qatar Airways NDC into production with a full order lifecycle - shopping, order creation, ancillaries, automated fulfilment, cancellations and voluntary exchanges. Those deployments are intended to serve as repeatable models across the region, with additional carriers following, including Air France–KLM, Air India, Aeromexico and Etihad.

The pivot to a marketplace model is a response to fragmented sources - from NDC to low‑cost carriers and EDIFACT. For distributors, it offers a single, governed and scalable point of access to all content types. For suppliers, it preserves freedom of choice while expanding reach across established agency workflows. The ambition is to embed modern content consistently in regional programmes and improve service quality across the order lifecycle, from shopping to servicing.

“Our message to the market is that we are a marketplace, not a legacy switch. That positioning matters in EMEA because it preserves choice for suppliers and gives sellers one governed way to access and service all content types at scale,” Arthur said.

The appointment reflects the region’s structural complexity. Arthur has worked across Asia‑Pacific, Europe and North America, on both the TMC and airline sides, before taking on senior commercial roles at Sabre. That background gives him a cross‑view of buying behaviours, regulatory constraints and the demands of multilingual servicing at scale. With the market shifting from point‑to‑point builds to marketplace integrations, the aim is to turn momentum into measurable deployments, privileging functional depth and governance.

Roll‑outs continue, with recent activations via Atriis adding Air France–KLM, Air India, Aeromexico and Etihad. Sabre is emphasising repeatability and governance to industrialise deployments market by market. EMEA Agency Solutions’ remit is to orchestrate these connections, streamline servicing and support conversion gains for agencies and corporates.