SalamAir Enhances Global Distribution Strategy through Sabre Partnership

Rhea-AI Summary

Sabre Corporation (SABR) has established a new distribution partnership with SalamAir, Oman's leading low-cost carrier. Through this agreement, SalamAir will leverage Sabre's global marketplace to expand its visibility and reach worldwide. The partnership enables SalamAir's flights and services to be accessible to travel agencies globally through Sabre's distribution network. SalamAir has also renewed its long-term agreement for Sabre's Radixx Reservation System, which they've been using since 2017. This collaboration aims to help SalamAir connect with new customer segments, increase bookings, and strengthen its position in the regional aviation market while supporting Sabre's presence in the Middle East travel technology sector.

Positive

• New distribution agreement expands Sabre's presence in the Middle East market
• Renewal of long-term Radixx Reservation System contract demonstrates client retention
• Partnership provides additional revenue stream through global distribution fees
• Strengthens Sabre's position in the growing low-cost carrier segment

Negative

• None.

Insights

Travel Technology Analyst

Sabre's new distribution agreement with SalamAir expands its Middle East presence and creates incremental revenue opportunities through transaction-based bookings.

This new distribution agreement marks a strategic expansion of Sabre's relationship with SalamAir, Oman's leading low-cost carrier. The partnership elevates beyond their existing technology relationship (SalamAir has used Sabre's Radixx Reservation System since 2017) to now include global distribution services.

From a business perspective, this represents a dual revenue opportunity for Sabre. The company typically generates transaction-based revenue when bookings flow through its global distribution system (GDS), creating a new revenue stream from SalamAir's ticket sales. Simultaneously, the renewal of the Radixx Reservation System contract secures an existing revenue source.

The Middle East remains a strategically important growth region for global travel technology providers. By deepening its relationship with a regional carrier experiencing "rapid growth" (as noted in the release), Sabre positions itself to capture increased transaction volume as SalamAir expands its operations and passenger numbers.

For context, Sabre's distribution business operates in a competitive landscape against other GDS providers like Amadeus and Travelport. Securing and expanding airline partnerships remains crucial for maintaining market share. This agreement demonstrates Sabre's ability to leverage existing technology relationships (Radixx) to cross-sell additional services (distribution), highlighting effective account expansion strategies.

While likely representing a relatively small portion of Sabre's overall revenue given SalamAir's size compared to major carriers, the deal aligns with Sabre's strategic focus on expanding both its geographic footprint and service adoption among existing clients.

MUSCAT, Sultanate of Oman and SOUTHLAKE, Texas, June 2, 2025 /PRNewswire/ -- Sabre Corporation, a leading global travel technology company, announced a new agreement with SalamAir, Oman's leading low-cost carrier. This collaboration will utilize Sabre's marketplace to enhance SalamAir's global visibility, expand its market reach, and drive revenue growth.

Through this agreement, SalamAir's flights and services will be made available to travel agencies worldwide via Sabre's extensive global distribution network. This strategic move enables SalamAir to connect with new customer segments, increase bookings, and further solidify its position in the regional aviation market. For Sabre, the partnership underscores its commitment to empowering airlines in the Middle East and beyond with cutting-edge travel solutions.

"Our partnership with Sabre marks a significant milestone in SalamAir's growth journey," said Steven Allen, Chief Commercial Officer at SalamAir. "By utilizing Sabre's robust global distribution platform, we aim to achieve greater global visibility, reach new markets, and offer our affordable travel options to a wider audience."

Sabre's strong presence in the Middle East, combined with its global distribution capabilities, positions it as a trusted partner for airlines looking to expand their operations. Recently, SalamAir renewed its long-term agreement with Sabre for the Radixx Reservation System, further reinforcing Sabre's credibility and reliability as a technology partner. SalamAir has been a Radixx customer since 2017, using the reservation system to streamline passenger booking and operational efficiency.

"We are thrilled to deepen our relationship with SalamAir through this new distribution partnership," said Alessandro Ciancimino, Vice President, Airline Distribution, EMEA at Sabre Travel Solutions. "Our global distribution network will enable SalamAir to connect with travel agencies and travelers worldwide, providing the tools they need to scale their operations and achieve their ambitious growth targets. We look forward to supporting their continued success."

This partnership reflects SalamAir's rapid growth within the region and its commitment to scaling operations to meet increasing demand. By utilizing Sabre's technology, SalamAir is well-positioned to achieve its vision of becoming a leading low-cost carrier while enhancing customer experiences and driving profitability.

About Sabre Corporation
Sabre Corporation is a leading technology company that takes on the biggest opportunities and solves the most complex challenges in travel. Sabre harnesses speed, scale and insights to build tomorrow's technology today – empowering airlines, hoteliers, agencies and other partners to retail, distribute and fulfill travel worldwide. Headquartered in Southlake, Texas, USA, with employees across the world, Sabre serves customers in more than 160 countries globally. For more information visit www.sabre.com.   

About SalamAir 
SalamAir currently operates a fleet of 13 Airbus A320/321 aircraft, over 80 daily flights. In 2025, the airline will expand its fleet with two new aircraft scheduled for delivery in July 2025. SalamAir announced a 10-aircraft order in February 2025, aiming to grow its fleet to 25 aircraft by 2028.

SABR-F

Media Contacts:
Cassidy Smith-Broyles
Cassidy.Smith-Broyles@sabre.com

Fatin Said
sabrenews@sabre.com

Investors
Brian Evans
sabre.investorrelations@sabre.com

 

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SOURCE Sabre Corporation

FAQ

What is the new partnership between Sabre (SABR) and SalamAir?

Sabre and SalamAir have partnered to enhance SalamAir's global distribution through Sabre's marketplace, making their flights and services available to travel agencies worldwide via Sabre's distribution network.

How long has SalamAir been using Sabre's Radixx Reservation System?

SalamAir has been using Sabre's Radixx Reservation System since 2017 and has recently renewed its long-term agreement.

What are the benefits of the Sabre-SalamAir partnership for both companies?

For SalamAir, the partnership provides greater global visibility, access to new markets, and increased bookings. For Sabre, it strengthens their presence in the Middle East and expands their distribution network.

How will this partnership affect Sabre's (SABR) market position?

The partnership strengthens Sabre's position in the Middle East travel technology sector and expands its presence in the growing low-cost carrier segment.

Who are the key executives involved in the Sabre-SalamAir partnership?

Steven Allen, Chief Commercial Officer at SalamAir, and Alessandro Ciancimino, Vice President of Airline Distribution, EMEA at Sabre Travel Solutions, are the key executives mentioned in the partnership.