Sabre Corporation, a leading software and technology provider that powers the global travel industry today announced a long-term partnership with TUI Group, a  leading integrated tourism group, that sees Sabre Hospitality Solutions as distribution provider and business partner for the group’s own hotel brands worldwide, which include TUI Blue, Robinson and TUI Magic Life.

In the course of the partnership, around 70 hotels of the TUI portfolio will use Sabre’s platform solution, including SynXis Central Reservations (CR) and Channel Connect, to enable its new distribution strategy. The group will benefit from the Sabre SynXis Platform’s advanced technology to streamline its operations and grow its footprint globally, while securing an effective, future-ready channel strategy that will help maximize revenue from both direct and indirect channels.

In collaboration with Sabre, TUI’s hotel division will explore opportunities for product innovation and distribution growth, while charting a new path toward full digitalization. Through their combined expertise in the leisure segment, TUI and Sabre will seek to implement an innovative revenue generation strategy that will help fuel travel’s recovery and anticipate future business needs.

“In a changing hospitality marketplace, our objective is to create a winning engagement model thatstrengthens our core offering – unique holiday experiences,” said Martin Schreck, Chief Information Officer Sourcing & Assets at TUI Group and Managing Director, TUI InfoTec GmbH. “To do this, we are enhancing our technology, while focusing on futureproofing our business. Sabre’s technology will help enable us to fully automate our guest operations – including booking, setting up and amending guest offers – enabling our staff to focus on providing unique, personalized stays. Sabre’s response to the shifting landscape of hospitality, along with its robust, stable and agile platform, will help us secure our recovery and build on our guest experience.”

This partnership supports TUI’s long-term strategy to deploy innovative technology to enhance its operations and improve the guest experience.

“We are excited to embark on this partnership with TUI’s popular hotel brands, and look forward to redefining the guest experience together,” said Frank Trampert, SVP and Global Managing Director Commercial, Sabre Hospitality Solutions. “Leisure has become one of the critical revenue streams for the travel industry and a key accelerator to recovery from the industry impacts of the COVID-19 pandemic. We are proud to be at the heart of this and look forward to a long and successful partnership with TUI that powers a new generation of retailing, distribution and fulfillment in hospitality.”

Today’s announcement demonstrates Sabre’s ability to help hoteliers operate more efficiently, increase revenue and deliver the highly personalized experience travelers want and expect, further underscoring Sabre’s critical role in the business of travel.

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