Sabre The Odd GDS Out After AC/Amadeus Deal

Open Jaw

Duncan Bureau

Scott Gutz

Sabre is left as the odd GDS out in the wake of Air Canada signing a new multi-year, full-content distribution agreement with Amadeus. Canada’s largest carrier already has a full-content deal with Travelport.


The new deal gives all Amadeus agency customers, offline and online, access to all AC
fares and seat availability. The airline will also use Amadeus Fare Families and Amadeus Ancillary Services to give agents access to all of its merchandising content.


“We are very pleased at having achieved this win-win agreement with Amadeus that allows both parties to evolve their distribution strategies while it delivers the technology solutions to grow our business globally,” said AC’s V.P. Global Sales Duncan Bureau. 


“The agreement broadens Air Canada’s distribution capabilities around the globe to meet our international growth objectives and aligns our distribution strategy of providing the right content in the right channel under the right economics. We are well-positioned with our Amadeus partnership to deliver the world-class experience our customers have come to expect of Air Canada.”


Scott Gutz, President & CEO of Amadeus North America added, “Amadeus has a commitment to shaping the future of travel, so extending and strengthening our long-term partnership with a forward-thinking, merchandising pioneer like Air Canada is especially gratifying. This new partnership further proves the value Amadeus delivers as a global distribution and technology partner to both airlines and travel professionals alike.”


Bureau told Open Jaw that the Amadeus agreement will improve agent productivity and provide confidence that the agents have access to all AC inventory. “They won’t have to check a different platform for lower fares or create a duplicate PNR in their GDS.”


“It is more important than ever to have as much product on as many shelves as possible – to hit all points of sale,” said Bureau. “Amadeus has a dominant market share position in Europe and also some very good Air Canada customers are Amadeus clients in North America.”


One Canadian Amadeus client told Open Jaw the deal is great news, both for customers and for the prospects for the GDS to boost Canadian market share. “We are an Amadeus user and I believe this is a game changer for Amadeus in Canada. I know the staff at Amadeus are very excited as well as the team at Air Canada. I think this gives agencies in Canada a new option when it comes to GDS contracts,” said Rob Durant, President of Operations at WD World Travel.

(will not be published)