Virgin Australia expands Sabre partnership to deploy Travel AI solutions

New agreement harnesses Sabre’s AI-driven Retail Intelligence suite

Sabre Corporation has announced its expanded partnership with Virgin Australia, to deliver improved retailing capabilities to the carrier.

Under the new strategic agreement, the airline will deploy Sabre Air Price IQ and Sabre Ancillary IQ, two retailing solutions from Sabre’s Retail Intelligence suite.

Powered by Sabre Travel AI, these “sophisticated” solutions will enable Virgin Australia to use flight and market insights combined with advanced machine-learning models to move from static pricing rules to “intelligent real-time” airfare and ancillary offers. 

Virgin Australia will be able to create fares and offers alongside a “future-focused” distribution strategy to get those offers in “front of the right buyers and travellers”.  

Sabre and Virgin Australia have also renewed their multi-year distribution agreement to ensure Sabre-connected travel agencies can continue to shop, book and service Virgin Australia’s air and ancillary offers.

“We’ve had a strong and highly successful relationship with Virgin Australia for many years, so we’re delighted to build on that foundation with this augmented agreement,” said Roshan Mendis, chief commercial officer of Sabre Travel Solutions.

“Adding this suite of solutions will enable Virgin Australia to step into the future of modern airline retailing and demonstrates that Sabre technology is the choice of ambitious, future-focused airlines.” 

Dave Emerson, Chief Commercial Officer, Virgin Australia, said: “Virgin Australia guests sit at the heart of our business and it’s essential that our technology partners, like Sabre, can support us in delivering value and choice to customers.

“Our deeper alliance with Sabre will enable us to create better offers for customers, and then have the mechanism to ensure the right travel buyers and travellers can access them.” 

Garry Wiseman, chief product officer of Sabre Travel Solutions, added: “We’re very excited to bring our new Retail Intelligence suite to Virgin Australia through this new deal. Our innovation partnership with Google is enabling us to deliver unique value to airlines and, in turn, to their passengers.

Since relaunching the airline in 2020, Virgin Australia has reset its strategy, positioning itself as a value carrier in the marketplace. 

It has made investments in its people, fleet, and technology to build for the future, and is currently flying to 42 domestic and seven international destinations.