Sabre introduces new merchandising feature
Published: 27 Aug 2008
Sabre has introduced a merchandising first through its Air Merchandising Suite. The new initiative will allow airlines to differentiate and sell premium airline seats at the time of the original booking, in all distribution channels: online, offline, direct, and travel agency.
Sabre is the first GDS and SabreSonic the first airline reservation hosting solution, to integrate these merchandising capabilities into the standard travel agency desktop, making it easier for Sabre Connected travel agents around the world to leverage this premium coach seat capability within their standard workflow.
Midwest Airlines is the launch customer for Sabre's new merchandising capability in conjunction with the addition of the airline's Midwest Class, a choice of seating in the same coach cabin.
This new merchandising capability was developed by a team from Sabre Airline Solutions, Sabre Travel Network, and Midwest Airlines.
Midwest Airlines is reconfiguring its fleet of Boeing 717s to include 40 two-by-two wide, leather Signature seats and 59 affordable leather Saver seats with generous legroom.
Travelers can pay a fee to reserve a Signature seat, subject to availability, at the time of booking travel, or any time prior to check-in, with a Sabre Connected travel agent. Travelers paying higher-value fares will be eligible for a Signature seat, if available, at no additional charge. Signature seats can also be purchased from the airline's web site (www.midwestairlines.com), customer service, or from kiosks at the airport.
The capabilities of the Sabre Air Merchandising Suite include Sabre Branded Fares and Air Extras. Sabre Branded Fares allows airlines to market various fares and their attributes to travelers. Sabre Air Extras provides airlines the opportunity to offer travelers additional products and services from the time of booking through day of departure, such as Midwest Airlines' Signature seating.
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