Sabre highlights ‘misconceptions’ of airlines’ direct connect benefits

Tech firm makes case for aggregators in corporate travel bookings

Travel technology firm Sabre has published a series of ‘misconceptions’ it says about the supposed benefits of airlines cutting out aggregators.

In its report, The Direct Connect Disconnect, Sabre says it ‘separates fact from fiction’.

Sabre says its analysis of US airlines representing more than 117 million annual Sabre bookings and survey of 500 agency executives across 14 markets shows a ‘clear pattern’, that “direct connects often promise more than they deliver.”

It said: “While some carriers make bypassing intermediaries – or ‘cutting out the aggregator’ – sound appealing, new analysis shows those promises can prove illusory.

“What appears convincing on the horizon often fades under closer scrutiny, leaving corporate buyers with unexpected costs, fragmented servicing, and solutions that fail to scale.”

“Instead of clarity, they create blind spots. Instead of guaranteed savings, they can result in higher fares. And instead of smoother travel, they risk introducing inconsistencies that compromise duty of care and frustrate employees on the road,” Sabre said.

Its four ‘common misconceptions’ are:

1. Cheaper fares

Sabre says that while soe carriers suggest their lowest fares are only available direct, the reality is that airline websites and APIs are designed to maximise yield for the airline, not minimise cost for buyers.

The analysis found that marketplaces uncover hidden value by combining NDC and EDIFACT content and constructing itineraries that include split tickets or mixed-carrier options.

Analysis of US airfares in June found SabreMosaic Travel Marketplace delivered equal or lower fares in over 90% of searches – with 41% of cases cheaper than booking direct.

1. More content direct

Sabre says that while some airlines suggest their direct NDC APIs provide richer content, the reality is that those direct connects use the same NDC APIs that airlines already provide to Sabre.

Further, it says that because an airline’s API only connects to that single carrier, TMCs would need to manage dozens of separate connections, each with unique technical and commercial requirements, to see the full picture.

In Sabre’s global survey, 91% of agencies said they juggle four or more booking systems, and three-quarters reported the number has grown in the past three years.

Sabre says this fragmentation means travellers may not see all available fares, managers lose visibility across suppliers, and programmes miss opportunities to optimise spend.

1. A smoother experience?

Sabre notes that direct connects are often promoted as the ‘modern’ way to access airline content, with ancillaries, bundles, and richer visuals that older systems cannot always display.

But it says that the reality is ‘far more complicated’, with each airline building its direct connect differently – ‘creating inconsistent booking and servicing experiences’.

Sabre says this could be an ‘irritation’ for leisure travellers, but is ‘a liability’ for corporate travellers given business trips involve multiple suppliers, last-minute changes, and duty-of-care requirements.

If each connection behaves differently, Sabre says travellers risk poor servicing, managers lose visibility, and programmes face compliance gaps.

1. Built for the future?

Sabre insists that while airlines often promote direct connects as ‘future-ready’ they cannot deliver the scale required for business travel, which relies on millions of searches, bundles, and last-minute changes that must be processed instantly, securely, and consistently.

It says platforms built for scale protect against these gaps – ensuring corporates see the full picture, gain consistent access to new airline features, and are ‘not tied to a single carrier’s version of the future’.

Sabre’s chief commercial officer Roshan Mendis said: “Direct connections absolutely have a role to play – they are part of the industry’s evolution as airlines pursue new retailing models but, for corporate buyers, they are not the silver bullet they are often positioned as.

“Travel management companies (TMCs) connected to large-scale platforms like SabreMosaicTM Travel Marketplace provide what corporations truly need to deliver the best results for their clients: a full view of content, consistent traveller experiences, scalable infrastructure and measurable value.

“Ultimately, this debate is about effectiveness and consistency over complexity – building programmes that save money, keep travellers satisfied, and protect people on the move. The data is clear. So is the path forward.”