Sabre challenges airline direct-booking promises
📈 Sep 19, 2025, Sabre Corporation challenges airlines over direct bookings for corporate travel. Sabre's analysis reveals aggregator platforms offer equal or lower fares in over 90% of searches, disputing airlines’ lowest-fare claims. Direct NDC connections limit program optimization and complicate servicing due to system fragmentation. Airlines throttle results during high demand, complicating scalability. The industry faces a divide as airlines push direct channels while Sabre supports aggregation for cost efficiency and service quality.
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