Can Sabre’s New Look Reinvent Its Image?
Photo Credit: Sabre facilities showcasing the new branding. Courtesy of Sabre
Skift Take
Sabre says it has rebuilt its technology and wants to be seen as an AI company. But the market will need to see more evidence that customers are signing on.
For decades, Sabre operated as a global distribution system — the behind-the-scenes software that connects airlines with travel agencies. Now it is rolling out a new logo and the tagline “Let’s get going” at ITB Berlin on Tuesday as it tries to redefine itself.
“It’s definitely not a GDS anymore,” said Sabre Chief Marketing Officer Jen Catto.
The rebrand follows years of work rebuilding its core technology, she said, and the old brand didn’t reflect what the company has been building internally.
Sabre is pitching a fresh start while facing external pressure. In a press release Sunday, it revealed that Constellation Software had built a 9.7%
