Lufthansa Group Airlines and Sabre Sign New Technology-oriented Distribution Agreement

The Lufthansa Group airlines and technology company Sabre Corporation have signed a new, mutually flexible distribution agreement that enables modern airline retailing as well as technology innovation.

Under the agreement, which covers the carriers Austrian Airlines, Lufthansa, SWISS, Air Dolomiti and Brussels Airlines, Sabre will continue to distribute Lufthansa Group airlines’ content through traditional connectivity to hundreds of thousands of travel agents and thousands of corporations through its global distribution system (GDS).

In addition, the agreement enables the distribution of Lufthansa Group airlines’ content via the New Distribution Capability (NDC) standard in the Sabre travel marketplace.

After the planned launch next year, the diversified NDC program will give Sabre-connected travel agencies globally the ability to access Lufthansa Group airlines’ content through the Sabre marketplace by signing up to one of the two available commercial models for NDC.

“Our agreement with Sabre is a landmark deal for airline distribution. I am very excited to shape our joint path towards modern airline retailing and innovate by introducing a diversified NDC program with associated commercial models, enabling agencies to agree bilaterally on NDC with Lufthansa Group airlines,” said Tamur Goudarzi Pour, senior vice president revenue management and distribution at Lufthansa Group.

The agreement also supports Lufthansa Group airlines’ strategy to implement NDC technology and deliver personalized price offers through the newly launched Continuous Pricing.

The continuation of the partnership equally supports Sabre’s vision to provide distribution flexibility and evolve its global travel marketplace, as well as enable personalized retailing for Lufthansa Group airlines utilizing Sabre’s industry-leading technology solutions.

“Sabre is committed to finding flexible, sustainable solutions that address traveler expectations, deliver against airlines’ strategies, ensure scalability, and safeguard efficient agency workflows,” Sabre Travel Solutions President Dave Shirk said.

Lufthansa Group airlines and Sabre are working together intensely to bring Lufthansa Group airlines’ offer live on NDC solutions. The go-live plan for NDC will be communicated during the first half of 2021.