TMC Gray Dawes Group appoints Sabre as exclusive global distribution partner

It will give the firm advanced AI and automation capabilities

Sabre has revealed a multi-year partnership with Gray Dawes Group, one of the industry’s largest independent travel management companies (TMCs). 

Under this partnership, Gray Dawes has selected Sabre as its sole distribution platform partner globally.

Gray Dawes will partner with Sabre to accelerate its next phase of growth, prioritising investments in innovation to better serve clients worldwide and enhance operational efficiency. 

Advanced capabilities in AI and automation will enable Gray Dawes’ agents to focus on high-value interactions, while Sabre’s multi-source content approach streamlines technology management, ensuring seamless access to comprehensive travel options.

“We have selected Sabre as our global distribution technology platform because of their ability to support our operational model and international expansion,” said Suzanne Horner, chief executive officer at Gray Dawes. 

“Their global scale, stable technology infrastructure, and investment roadmap align with our objective to grow beyond our core markets and operate efficiently on a global scale. By focusing our entire global operation on a single GDS, we are able to achieve far greater efficiencies within our business, freeing up time and resources to further develop our Always On service model. 

"Sabre offers excellent support to our High Tech, High Content value proposition, and we are excited to explore how their innovation can complement our own in-house technology developments in the service of our clients.”

Gray Dawes’ partnership with Sabre underpins the TMC’s strategic growth initiatives across key regions, with a particular focus on its European markets — the UK and the Netherlands — alongside continued growth in North America and Australia.

“This partnership highlights Sabre’s capability to collaborate with and deliver integrated solutions for TMCs looking to scale both locally and globally,” said Richard Addey, regional director for Northern Europe and Benelux at Sabre. 

“By combining our AI-driven technology, automation, and multi-source content, we are supporting Gray Dawes’ growth strategy and enabling them to enhance operational efficiency while focusing on high-value services for their clients worldwide.”

Gray Dawes accesses Sabre content through YourTrip, its online corporate travel platform and booking tool, powered by Atriis. 

Gray Dawes is said to have been "instrumental" in the development of Atriis, as well as in pioneering its own online Portal, which provides clients with complete control of its corporate travel programmes within a secure environment.