Sabre Corporation, the leading technology provider to the global travel industry, is pleased to announce that Virgin Australia has recently implemented Sabre Branded Fares, joining a growing list of airlines globally. The solution allows travel agents and online travel agents (OTAs) using the Sabre GDS to access enhanced branded fare functionality that simplifies the retailing of Virgin Australia's full-service benefits. With the implementation, agents can now easily view, compare and sell Virgin Australia branded fare families across the network, offering their customers greater choices and personalisation at better value.

"Asia Pacific is the largest travel market in the world and is still rapidly growing, so airlines need to be able to cater to changing traveller demands. We are going to see extraordinary levels of personalisation take off within the travel industry and creative fare branding can be a great differentiator," said Rakesh Narayanan, vice president of Air Commerce for Sabre Travel Network Asia Pacific.

"With Sabre Branded Fares, airlines can go beyond basic fare rules. They can package additional benefits and features such as additional air miles, lounge access and other services, with the goal of providing their customers greater value at the lowest fare. The ability to cater to and personalise such customer demands will enhance the traveller's experience and drive revenues for airlines," Narayanan added.

Virgin Australia General Manager Corporate and Industry Sales, Ann Elliott said: "We recognise that many travellers today look at overall value rather than just the price alone. While we continue to offer increased benefits across our fares, we also need to be able to cater to specific traveller demands. With Sabre Branded Fares, we can ensure that each traveller gets the most from flying with us."

Sabre Branded Fares allow airlines to distribute their branded fares to more than 425,000 travel agents and OTAs on Sabre's travel marketplace. When working in the Sabre Red Workspace, travel agents can easily see the included ancillaries to offer travellers more choices and flexibility. Travellers using a Sabre-connected OTA will also have access to the same branded fares and information displayed on the airlines' websites.

Contributed by Sabre Corporation