On 24 March 2015, Sabre Corporation launched Sabre Marketplace Analytics –a new data analytics tool that will enable airlines worldwide to capitalize on travel demand within the Sabre Travel Network marketplace. This solution of this kind will provide airlines with information to drive their marketing strategies in order to increase airlines’ incomes.
Such mechanism, collecting and analyzing anonymous data, could be considered as an interesting alternative to NDC.
For the time being, airlines have limited visibility into the shopping activity and travel demand patterns in the global distribution systems (GDSs). The Sabre Marketplace mechanism uniquely provides airlines the insights necessary to help boost their business and amplify the value of this distribution channel. Sabre Marketplace Analytics intends to provide airlines with an extensive visibility into shopping activity within the Sabre travel marketplace for their routes, including how well they are converting travel demand into bookings, a critical driver of revenue.
An airline using Sabre Marketplace Analytics to monitor shopping data may see a surge in shopping activity for flights from A to B. If the airline is not converting the demand to bookings, it could leverage these insights into action by adjusting its product offering on that route, increasing its local marketing in A, or using promotional media options within the Sabre travel marketplace to capture a higher percentage of bookings and revenue.
Following the company’s research, which showed that meaningful personalization in travel requires much deeper insights than frequent flier data and other cursory identifiers, Sabre decided to launch Sabre Marketplace Analytics and provide this capability to enable airlines to deliver more targeted offers to their travellers.
Sabre Marketplace Analytics will visualize shopping activity for travel allowing airlines to track historical travel shopping patterns and anticipate future travel demand. In addition, the solution provides actionable insights on that shopping activity including data on the type of travel, length of stay, and the region and sales channels from which the demand originates.
Sabre Marketplace Analytics uses leading-edge big data technologies, including Hadoop and other analytic databases, to capture, store and analyze petabyte scale data sets that include booking data and low-fare shopping request data from more than 2 million distinct travel markets within Sabre’s travel marketplace.
More information may be found here.
