Ethiopian Airlines has selected SabreMosaic Airline Retailing to accelerate its transition to offer-order retailing, enabling dynamic pricing, personalised offers and modern distribution in alignment with its Vision 2035 growth strategy.
Sabre Corporation, a leading software and technology company powering the global travel industry, has announced that Ethiopian Airlines will accelerate its retailing transformation with SabreMosaic Airline Retailing. The move positions Africa’s largest air carrier to compete at the highest global level through dynamic pricing, personalised offers and modern distribution.
By adopting SabreMosaic’s Offer Management capabilities, the airline gains the flexibility to create and distribute offers without compromise—removing the constraints of traditional retailing while laying the groundwork for a future-ready model. Powered by Sabre IQ and insights from Sabre’s Travel Data Cloud, these solutions deliver rapid time to value through modular design and AI-driven personalisation, enabling Ethiopian to accelerate growth while preparing for the next generation of retailing.
SabreMosaic Airline Retailing allows Ethiopian Airlines to manage the entire offer-to-order lifecycle in real time, leveraging advanced AI and deep market data to dynamically optimise pricing, streamline fare management and expand merchandising opportunities across every channel. This approach empowers the airline to respond rapidly to market shifts and maximise revenue from both fares and ancillary services.
Additionally, Sabre’s NDC IT solution will support Ethiopian Airlines to complement its traditional content with NDC offers, expanding the variety and richness of products available to agency partners and travellers. By integrating modern distribution capabilities, Ethiopian strengthens its engagement across the global travel ecosystem, reaching new markets and providing greater choice and transparency. This evolution supports the airline’s transition to offer and order retailing and aims to help ensure its distribution model is ready to scale in line with its bold vision for the future.
“With SabreMosaic, Ethiopian Airlines will introduce new products and fare bundles more rapidly, apply AI-driven dynamic pricing for greater revenue precision, and deliver tailored offers to travellers instantly,” said Roshan Mendis, Chief Commercial Officer at Sabre. “Our technology gives Ethiopian the flexibility to test innovative retailing approaches, adapt swiftly to market developments and expand the range of choices available to customers and agency partners, driving a more responsive commercial operation, higher conversion rates and increased ancillary revenue across all distribution channels.”
The adoption of SabreMosaic directly supports Ethiopian Airlines’ Vision 2035, which targets entry into the world’s top 20 airlines by passenger traffic. With a modern fleet, sustained double-digit growth and a strategic hub connecting Africa to global markets, Ethiopian is now equipped with advanced retailing technology to scale its commercial operations, enhance competitiveness and realise its long-term ambitions.
“Our Vision 2035 strategy is about scale, speed and service. To achieve it, we must modernise how we retail,” said Mesfin Tasew, Ethiopian Airlines Group CEO. “SabreMosaic provides the capabilities to move faster, price smarter and give our passengers more choice. Our travellers will benefit from fares that better reflect market conditions, more personalised offers and a smoother shopping and booking experience across every channel, accelerating our growth and ensuring we deliver even greater value to travellers who choose Ethiopian.”
Ethiopian Airlines and Sabre have partnered for more than 20 years, with Ethiopian today being Sabre’s largest Passenger Service System customer in EMEA. The adoption of SabreMosaic marks a new chapter in that relationship, enabling the airline to lead the way in modern retailing while continuing its trajectory as one of the most successful and ambitious carriers in global aviation.
We asked Getinet Tadesse, Ethiopian Airlines Group CIO, further questions to find out more.
How does adopting SabreMosaic strengthen Ethiopian Airlines’ ability to safeguard data and maintain secure retailing transactions?
- Ethiopian Airlines’ decision to adopt SabreMosaic is rooted in our ambition to become one of the world’s top 20 airlines by 2035, with a focus on delivering a seamless, secure and personalised experience for our customers.
- As we move toward a unified Offer and Order model, SabreMosaic allows us to manage all retailing transactions (fares, bundles, ancillaries) within a single, integrated platform, reducing complexity and limiting the number of systems handling sensitive data, making it easier to maintain oversight and control.
- By consolidating our retailing processes, we can apply consistent security standards and ensure that every transaction meets our requirements for data protection. Our partnership with Sabre, built over two decades, gives us confidence that our transformation is supported by proven technology and expertise, helping us safeguard our customers’ information as we innovate.
What cybersecurity measures are in place to protect passenger information as the airline transitions to a more dynamic, AI-driven retailing model?
- As Ethiopian Airlines modernises its retailing, we recognise that protecting passenger information is fundamental to earning and maintaining trust. Our transition to dynamic, AI-driven retailing is supported by a layered approach to cybersecurity. We work closely with Sabre to ensure that all new capabilities such as real-time pricing and personalised offers are delivered within a secure environment. This includes strong encryption, access controls, and continuous monitoring for threats. By centralising our retailing activities, we reduce the risk of data leakage across fragmented systems.
- Our teams regularly review and update our security protocols to stay ahead of emerging risks, and we leverage Sabre’s global experience to benchmark our practices against industry standards. Ultimately, our goal is to ensure that every innovation we introduce is matched by a commitment to protecting our passengers’ data.
How does Ethiopian Airlines ensure compliance with global data privacy regulations while expanding its digital retailing capabilities?
- As Ethiopian Airlines operates across five continents, compliance with global data privacy regulations is a core requirement of our Digital Transformation. As we expand our retailing capabilities, offering more personalised, bundled and dynamic products, we ensure that every step is aligned with international standards such as GDPR. Our partnership with Sabre supports this by providing tools for consent management, data access controls and auditability.
- We regularly review our processes to ensure transparency and accountability in the handling of our passengers’ data. By consolidating our retailing activities within SabreMosaic, we can easily monitor compliance and respond to regulatory changes. Our commitment is to deliver innovative retailing while maintaining the highest standards of privacy and trust for our customers.
