Global travel technology firm Sabre Corporation officially launched British Airways’ New Distribution Capability (NDC) content in its travel marketplace on March 19.

From this date onward, agencies linked with Sabre globally can shop, book, and manage NDC offers alongside traditional ATPCO/EDIFACT options.

Activating NDC through Sabre enables agencies to manage British Airways’ offers seamlessly via Sabre Red 360, Sabre Red Launchpad, and the Sabre Offer and Order APIs.

Sabre’s multi-source content strategy integrates NDC content with traditional options, providing a unified shopping experience that simplifies workflows and boosts productivity.

Thousands of agencies in over 150 countries use Sabre’s NDC capabilities to efficiently shop, book, and sustain dynamic airline content. Incorporating BA’s NDC content allows travel sellers access to more personalized offers, enabling them to stay competitive and deliver better value to travelers.

Going Digital-First

According to British Airways Chief Commercial Officer Colm Lacy, the airline aims to provide its customers with a seamless digital-first experience. Lacy stated, “We’re pleased to extend access to our exclusive NDC content, using Sabre’s technology, to our agencies worldwide. This will open up even more ways for agencies to search, book, and service our offers, all whilst providing a more personalized experience for customers across the globe.”

For her part, Kathy Morgan, Senior Vice President for the Distribution Experience at Sabre Travel Solutions noted: “Our partnership with British Airways shows our dedication to developing a modern travel marketplace where agencies can access the most comprehensive content portfolio available.”

Morgan added that Sabre is proud to pioneer NDC adoption through robust technology solutions, which empower Sabre clients, helping them adapt in a rapidly evolving industry.