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Norwegian Air Shuttle uses Sabre’s merchandising technology for passenger personalisation

Norwegian Air Shuttle uses Sabre’s merchandising technology for passenger personalisation

AviationNordicTop Stories

Norwegian Air Shuttle, the third-largest low-cost carrier in Europe and the fifth-largest in the world, is increasing the choice and control it offers travellers by marketing its air extras through Sabre Corporation’s leading merchandising technology.

Catering to travellers’ growing desire to unbundle each component of an airfare, Norwegian offers passengers a unique range of fares and ancillaries. Since the airline’s implementation of Sabre’s technology, Sabre-connected travel agents can now easily view, compare and sell Norwegian’s ancillaries such as for bags, pets, travel services and unaccompanied minor travel – offering travellers more choice and better value, however they choose to book.

“For many airlines, ancillary sales can make up as much as 40% of total revenue,” said Alessandro Ciancimino, Vice President EMEA, supplier commerce, Sabre. “And, as an airline that targets leisure and business travellers on both long- and short-haul routes, Norwegian has a golden opportunity to increase ancillary revenues by making its extras available through all booking channels. Offering its air extras through Sabre gives its passengers more control over the fares they buy – and helps the airline to differentiate itself from its competitors. Our mission is to help airlines like Norwegian market their fares and ancillaries in new and exciting ways while offering an exceptional level of choice to all travellers, through all channels.”

Headquartered in Oslo, Norwegian currently serves more than 150 destinations, carrying 33.2 million passengers per year to its network spanning Europe, the Middle East and America.

“We pride ourselves on offering some of the lowest fares in the industry – but also recognise that travellers are increasingly looking at other components of their tickets,” said Lars Sande, SVP Sales and Distribution, at Norwegian. “Therefore, through offering our ancillaries via Sabre, we can help satisfy traveller demands for increased personalisation, while maximising revenue per ticket. Enhancing traveller satisfaction while improving revenues helps Norwegian maintain its position as one of the world’s largest and most successful carriers.”

Sabre’s merchandising technology helps airlines distribute their branded fares to more than 425,000 travel agents and OTAs via Sabre’s travel marketplace. When using the Sabre Red Workspace, travel agents can easily view the ancillaries included within each branded fare, enabling them to present travellers with more transparency, choice and flexibility. Through the Sabre Red Workspace, agents will also be able to view NDC-based offerings – which airlines are increasingly introducing – in the same way.

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