Sabre and Air Canada have announced the launch of Air Canada’s full content via new distribution capability (NDC) in Sabre’s travel marketplace. This launch allows travel agencies to consume Air Canada’s expanded NDC offers and services, enabling them to provide a more personalized travel experience to the customers they serve, the companies say.

Travel agents and other travel sellers can shop, book, and service Air Canada NDC offers alongside traditional EDIFACT content and low-cost and ancillary XML options.

“This partnership with Sabre marks a significant step forward in Air Canada’s NDC program,” said Mark Nasr, Executive VP, Marketing and Digital, Air Canada. “From local independent agencies to large corporate travel management companies, our travel trade partners were, are, and will always be crucial to Air Canada’s commercial success. That’s why we’re committed to working collaboratively on a smooth transition, enabling the trade to connect with Air Canada using their preferred and familiar methods.

“Sabre’s marketplace plays a vital role in the travel ecosystem, making NDC content readily available to travel agents and buyers across the world, providing a consistent and efficient booking experience across all channels.”

Air Canada and Sabre say they are both committed to advancing travel retailing to create more personalized experiences for travellers, stating that NDC is a vital enabler of this shared goal. It provides the technology infrastructure to expand offer-and order-based retailing from airlines to third-party travel sellers, such as travel agencies and online booking tools.

By activating NDC through Sabre, travel sellers maintain their competitive edge by maximizing access to Air Canada’s content, says Sabre.

Kathy Morgan, VP, Product Management – Distribution Experience, Sabre Travel Solutions, says “Our robust technology ensures scalability, allowing agents to seamlessly access Air Canada’s latest pricing and bundled offerings without compromising service levels. Additionally, our comprehensive end-to-end booking management streamlines the process, reducing the burden on agency resources.”

Today, over 30,000 Sabre-connected travel agencies in more than 150 countries leverage Sabre’s NDC content. Additionally, Sabre empowers NDC functionality for a growing list of third-party travel booking applications, including Atriis, SAP Concur, Serko, and Wooba. With this launch, these companies will also gain access to Air Canada’s NDC offerings.